A STUDY OF GEOGRAPHIC MOBILITY AND MOTILITY AS THEY RELATE TO MARKETING
Abstract
Geographic mobility and motility continues to be a pervasive aspect of the American life style. Given the well-acknowledged impact of relocation upon individuals and families, a better understanding of the moving dynamic and the effect of multiple moves upon attitudes and behaviors is important to both marketing scholars and practitioners. These are the primary goals of this effort. The basic concepts and dimensionalities underlying geographic mobility and motility are first identified via interviews with relocation experts, focus group sessions with recently relocating households, and a comprehensive review of the academic literature and popular presentation. A survey instrument was developed based upon the wide range of demographic, socioeconomic and AI0 variables thus identified. This instrument was administered to two distinct nation samples: a scientifically designed sample of 318 recent movers and non-movers; and a convenience sample of 317 recent "corporate transferees." The corporate transferees represent a population of special interest to marketers. Statistical constraints necessitated separate analysis of each sample. A battery of multivariate techniques were employed to identify theoretically sound, statistically significant and managerially salient measures of geographic mobility and motility which could be used in subsequent market segmentation research. Specifically, the independent variables examined fall into the categories of attitudes regarding residence and relocation; area, neighborhood and residence selection criteria; the residence search process; the transition between past and current communities of residence; the current and last residence; demographic and employment histories; preferences for and use of relocation services/programs; and retailing attitudes and behaviors. On the basis of these multivariate analysis it has generally been concluded that geographic mobility and motility measures perform poorly as consumer segmentation variables. The research does indicate that the needs of recently relocating households are neither readily nor fully served by existing "relocation specialist" and/or corporate relocation policies. Significant marketing opportunities exist in the areas of assistance with the physical move, residence selling/buying assistance, sources of new community information, and counseling for household members.
Degree
Ph.D.
Subject Area
Marketing
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