Power boaters and sail boaters in Beaufort County, South Carolina : a psychographic and demographic segmentation analysis

Abstract

This exploratory market segmentation study in a coastal South Carolina County investigated the life styles of boaters and their associated leisure activities. The research approach was comprised of four distinct parts: selection and validation of dimensions, determination of life style groups, determination of differences, and description of differences. Twenty-one previously utilized life style dimensions were identified and twice pretested for validity based upon a factor analysis approach. Of the 21 dimensions, 7 were found valid. The seven variables were: Community Mindedness, Brand Loyalty, Price Consciousness, Law and Order, Upper Class Sociability, Women's Rights, and Credit User. These seven life style variables, along with a group of dependent activity and demographic variables were included in the final instrument and a survey was conducted of boat owners in Beaufort County, South Carolina. Analysis of life style dimension data by K means clustering resulted in a five group segmentation that effectively separated sail, power, and dual (power and sail) boat owners. One way analyses of variance were performed to identify between-group differences in life style dimensions and dependent activity and demographic variables. Specific differences were indicated in life style dimensions in 24 of 37 activity variables, and in two of three demographic variables tested by ANOVA. A comparison of means between groups by Scheffe's test revealed between-group differences in five life-style dimensions, 17 activities, and two demographic variables. The five dimensions were Community Mindedness, Brand Loyalty, Price Consciousness, Upper Class Sociability, and Credit User. The objective, to segment power and sail boaters by life styles, was successfully met. Five target markets which effectively segment boaters were delineated and given the descriptive titles of: (a) The Cultural Sailor, (b) The Community Minded Conservative Power Boater, (c) The Progressive Independent Dual Owner, (d) The Non-Mobile Cash Power Boater, and (e) The Loner Power Boater. Twenty four statistically significant descriptive variables that can describe the differences in these markets were identified. This study was supported by the National Sea Grant Program. As a part of the South Carolina Sea Grant Extension effort a pamphlet "Know Your Boater: A Market Analysis" will be developed from these findings and published in 1986.