Abstract:
With the advent of what the Philippine government termed as the “sunshine industry,” a new breed of economic sector is fast growing - the call center representatives. With this group, the study attempted to describe how they spend their time and money and also their buying styles. A psychographic analysis was conducted by surveying call center representatives currently employed in call centers located in the business district of Makati (n = 460). A pre-tested questionnaire was distributed using “mall intercept” approach and was also posted online. Lifestyle and Buying style variables were factor analyzed and by using k-means non- hierarchical technique, psychographic segments were generated and are characterized with regards to their consumer decision styles, demographic profile, interests and activities. Three segments were identified and classified: The Family-oriented People (7%), are generally in their early thirties and are married, also characterized as traditional, family oriented and an economical, quality seeker consumer who also plans ahead before purchasing; Passive Mid-lifers (35%), are middle-aged, inactive, and content with their life, and they are less likely to be experimental on new products; and Status-driven Extroverts (58%), are distinguished to be the youngest among the group, they are in the early twenties who are socially active, status conscious, and an impulsive buyer. Their working environment is one of the distinguishable factors that has unconsciously affected and shaped their lifestyle. Health and safety risk has been found out to be one of its implications. Recommendations were made for future research.
