Life Style and Television Viewing Behaviour in Perth, Western Australia

Geoffrey N. Soutar and Yvonne Clarke
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Yvonne Clarke: Department of Management, The University of Western Australia. A previous version of this paper was presented at the 1980 Management Educators' Conference, Monash University, Melbourne, August 1980.

Australian Journal of Management, 1981, vol. 6, issue 1, 109-124

Abstract: A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on television viewing habits. Respondents were divided into a number of groups based upon their self reported viewing frequencies of the three available Perth television channels. Using multiple discriminant analysis, these groups were then analysed to determine if there were any underlying differences in their various life styles. The results have direct implications for the Marketing Manager who is trying to determine an appropriate media strategy in Perth, Western Australia, as well as indicating the need for further research in this area.

Keywords: ADVERTISING; DISCRIMINANT ANALYSIS; LIFE STYLE; MARKET SEGMENTATION; MEDIA STRATEGY; TELEVISION (search for similar items in EconPapers)
Date: 1981
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:6:y:1981:i:1:p:109-124

DOI: 10.1177/031289628100600105

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