Just how prepared are you? An application of marketing segmentation and theory of planned behavior for disaster preparation

Journal article

Daellenbach, Kate, Parkinson, Joy and Krisjanous, Jayne. (2018). Just how prepared are you? An application of marketing segmentation and theory of planned behavior for disaster preparation. Journal of Nonprofit and Public Sector Marketing. 30(4), pp. 413-443. https://doi.org/10.1080/10495142.2018.1452830
AuthorsDaellenbach, Kate, Parkinson, Joy and Krisjanous, Jayne
Abstract

The threat of a disaster is very real for many, and preparation is vital. To identify differences in how people respond to disaster preparation, a segmentation approach may be useful. Based on a survey, cluster analysis and application of the theory of planned behavior, this study finds four segments in the population. The unprepared and uninterested segment may be encouraged by associating preparation tasks with benefits other than disaster resilience. Willing but could do more may respond to information highlighting that government support may not be enough in a disaster. For it’s just too difficult, barriers need to be addressed, lowering costs of preparation and changing perceptions of difficulty. Those in knowing, interested, and prepared could be encouraged to help spread the word of the importance of preparation. Further recommendations are made for the wider public policy context, including a call for more segmentation approaches to build understanding and resilience.

Keywordscluster analysis; disaster preparation; market segmentation; theory of planned behavior
Year2018
JournalJournal of Nonprofit and Public Sector Marketing
Journal citation30 (4), pp. 413-443
PublisherRoutledge
ISSN1049-5142
Digital Object Identifier (DOI)https://doi.org/10.1080/10495142.2018.1452830
Scopus EID2-s2.0-85045217688
Page range413-443
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online11 Apr 2018
Publication process dates
Accepted10 Dec 2017
Deposited30 Oct 2023
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