Segmentation of the Non-Prior Service Market. Reserve Component Attitude Study 1980.
ASSOCIATES FOR RESEARCH IN BEHAVIOR INC PHILADELPHIA PA
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This is a study on the Segmentation of the NPS Market. It was conducted as a supplement to RCAS 1980. The major results of this study are reviewed with respect to their implications for developing differentiated strategies for enhancing GuardReserve advertising and promotion in the different demographic segments identified. The research reported indicates Differentiable markets exist. There are five Working Singles, High Schoolers, Old Married, Collegiate, and Minority. The markets are of sufficient size that the development of different strategies may be cost-effective, and The markets differ among themselves with respect to Enlistment propensity, Psychographic and attitudinal variables, and Determinants of enlistment propensity. The report recommends the following strategies which emphasize GuardReserve fulfillment of particular needs for each market Working singles -- self-improvement High Schoolers -- Growing Up Old Married -- Partner Support Collegiate -- Leadership Needs Minority -- Social Needs.
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