The effect of drivers gender on the perception of Portuguese road safety communication campaigns

Helena Sofia Rodrigues (), Manuel José Fonseca () and Paulo Ribeiro Cardoso ()
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Helena Sofia Rodrigues: Business School, Polytechnic Institute of Viana do Castelo and CIDMA, University of Aveiro
Manuel José Fonseca: Business School, Polytechnic Institute of Viana do Castelo ? Applied Management Research Unit (UNIAG), Viana do Castelo
Paulo Ribeiro Cardoso: Faculty of Economic Sciences and Management, University Lusíada Porto and Faculty of Human and Social Sciences ? University Fernando Pessoa, Porto

International Journal of Business and Management, 2015, vol. 3, issue 4, 104-123

Abstract: The road safety campaigns use a range of media and marketing communication techniques to alert drivers to take appropriate behavior on the road. The aim of this study was to investigate how gender differences influence the behavior and attitude of the Portuguese drivers regarding driving as well as the attitude toward the road safety campaigns. In Portugal, there are no studies that analyze the gender difference related to road safety, which reinforces its relevance. To implement this purpose, firstly it was described the profile of drivers by gender regarding a set of behavioral variables. The attitude of drivers toward the road safety communication campaigns was analyzed and drivers were grouped by clusters, aiming its characterization as possible targets of communication actions for road safety marketing.

Keywords: Road traffic accidents; road safety campaigns; driver behavior; gender effect; target audience; Pearson Chi-Square; principal components analysis; cluster analysis (search for similar items in EconPapers)
JEL-codes: C38 M31 M37 (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sek:jijobm:v:3:y:2015:i:4:p:104-123

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