Segmentation of the Non-Prior Service Market. Reserve Component Attitude Study 1980.

Abstract

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 Guard/Reserve 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 Guard/Reserve 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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Document Details

Document Type
Technical Report
Publication Date
Nov 01, 1981
Accession Number
ADA149357

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Business Administration
  • Classification
  • Department Of Defense
  • Education
  • Elastic Properties
  • Employment
  • Enlisted Personnel
  • Families (Human)
  • Leadership
  • Management Personnel
  • Minority Groups
  • Motivation
  • National Guard
  • Personnel Management
  • Recruiting
  • Security
  • Training

Readers

  • Naval Personnel Management
  • Organizational Psychology.