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The effect of drivers gender on the perception of Portuguese road safety communication campaigns

Author

Listed:
  • Helena Sofia Rodrigues

    (Business School, Polytechnic Institute of Viana do Castelo and CIDMA, University of Aveiro)

  • Manuel José Fonseca

    (Business School, Polytechnic Institute of Viana do Castelo ? Applied Management Research Unit (UNIAG), Viana do Castelo)

  • Paulo Ribeiro Cardoso

    (Faculty of Economic Sciences and Management, University Lusíada Porto and Faculty of Human and Social Sciences ? University Fernando Pessoa, Porto)

Abstract

The road safety campaigns use a range of media and marketing communication techniques to alert drivers to take appropriate behavior on the road. The aim of this study was to investigate how gender differences influence the behavior and attitude of the Portuguese drivers regarding driving as well as the attitude toward the road safety campaigns. In Portugal, there are no studies that analyze the gender difference related to road safety, which reinforces its relevance. To implement this purpose, firstly it was described the profile of drivers by gender regarding a set of behavioral variables. The attitude of drivers toward the road safety communication campaigns was analyzed and drivers were grouped by clusters, aiming its characterization as possible targets of communication actions for road safety marketing.

Suggested Citation

  • Helena Sofia Rodrigues & Manuel José Fonseca & Paulo Ribeiro Cardoso, 2015. "The effect of drivers gender on the perception of Portuguese road safety communication campaigns," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 3(4), pages 104-123, November.
    • Handle: RePEc:sek:jijobm:v:3:y:2015:i:4:p:104-123
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    Citations

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    Cited by:

    1. Michał Adamczak & Adrianna Toboła & Jadwiga Fijałkowska & Piotr Cyplik & Maciej Tórz, 2020. "Analysis of Incentives to Eco-Driving for Car Rental Companies’ Customers," Sustainability, MDPI, vol. 12(24), pages 1-20, December.

    More about this item

    Keywords

    Road traffic accidents; road safety campaigns; driver behavior; gender effect; target audience; Pearson Chi-Square; principal components analysis; cluster analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis

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