Life Style and Radio Listening Patterns in Perth, Western Australia

Geoffrey N. Soutar and Yvonne M. Clarke
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Yvonne M. Clarke: Department of Management, The University of Western Australia.

Australian Journal of Management, 1983, vol. 8, issue 1, 71-81

Abstract: A random sample of 400 homes in Perth responded to a life style instrument and to a series of questions on radio listening patterns. Respondents were clustered into a number of groups based upon their self reported listening frequencies of the radio stations in Perth. Multiple discriminant analysis was used to determine whether these groups were significantly different in terms of their life styles and demographic characteristics. Unlike previous research in this area relating to television viewing, the implications of the present study suggest that media targeting via radio stations is a feasible strategy for the marketing manager in Perth.

Keywords: ADVERTISING; ANALYSIS; DISCRIMINANT; LIFE STYLE; MARKET SEGMENTATION; MEDIA STRATEGY; RADIO (search for similar items in EconPapers)
Date: 1983
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:8:y:1983:i:1:p:71-81

DOI: 10.1177/031289628300800105

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