Indonesian healthy living intentions: Segmentation study insights

Denni Arli, Timo Dietrich, Aaron Tkaczynski, Sharyn Rundle-Thiele

Research output: Contribution to journalArticlepeer-review

Abstract

Obesity is a global epidemic. The very rapid growth rates of obesity prevalence observed in developing countries is alarming. Segmentation is under applied in social marketing and, when it is applied, it is based primarily on demographic data in samples drawn from developed nations. The current study adopts psychographic segmentation to understand lifestyle attitudes and intentions towards exercise and weight loss among an Indonesian sample. TwoStep cluster analysis (n = 499) identified 4 distinct segments (At risk, Conscious healthy, Overweight, and Tryers). The results of this study demonstrate that different groups exist in the larger population and that consideration of these groups may assist social marketers in creating service/intervention offerings that meet the needs of a broader range of people in the market, thus extending penetration of campaigns that address obesity.

Original languageEnglish (US)
Article numbere1574
JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Volume22
Issue number2
DOIs
StatePublished - May 2017

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