Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the ....Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the knowledge gained from a large scale study into Australian values and value change across the adult life-span in order to understand how people’s values influence their consumer and other decisions; providing information that will enable Australian organisations to improve their marketing activities and the nature of their promotional appeals.Read moreRead less
Market segmentation methodology: attacking the 'Too Hard' basket. Businesses embrace market segmentation to identify and target clients. However, poor segmentation analysis leads to poor segment choice. This project will develop tools to improve segmentation analysis and will test the resulting tools in tourism, foster care and climate change mitigating behaviours, and produce usable, transferable recommendations.