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Using market segmentation to gain insight into reasons for not fostering caring

Chapter


Abstract


  • Australia is facing a significant shortage of foster carers, yet little is known about the

    main reasons which prevent people from becoming foster carers. This study contributes to

    filling this gap in knowledge. A survey of 897 respondents who have never been foster

    carers indicates that – at the aggregate level – the main reasons that people do not become

    carers are that: (i) they do not know anything about foster care; (ii) they are busy with

    their own children or with work or family/friends commitments; and (iii) they have not

    been asked by anyone to be a foster carer. However, if we use market segmentation to

    group individuals according to whether they would consider fostering in the future or not,

    then the results indicate that those who would not consider fostering are too busy with

    family/friend commitments, have no interest in children, and feel that taking a child was

    too big a commitment to make. These are all reasons that cannot easily be influenced or

    changed. In contrast, people who would consider fostering in the future are more likely to

    indicate that no one had ever asked them to foster. These findings highlight the fact that

    the market of potential foster carers is not one homogenous group, and that simply

    considering the barriers to involvement at the aggregate market level can mask the

    different views of particular segments within the market.

Publication Date


  • 2010

Citation


  • Randle, M. J., Miller, L., Dolnicar, S. & Ciarrochi, J. V. (2010). Using market segmentation to gain insight into reasons for not fostering caring. In H. Yeatman (Eds.), The SInet 2010 eBook (pp. 147-156). Wollongong: SInet UOW.

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/1773

Book Title


  • The SInet 2010 eBook

Start Page


  • 147

End Page


  • 156

Abstract


  • Australia is facing a significant shortage of foster carers, yet little is known about the

    main reasons which prevent people from becoming foster carers. This study contributes to

    filling this gap in knowledge. A survey of 897 respondents who have never been foster

    carers indicates that – at the aggregate level – the main reasons that people do not become

    carers are that: (i) they do not know anything about foster care; (ii) they are busy with

    their own children or with work or family/friends commitments; and (iii) they have not

    been asked by anyone to be a foster carer. However, if we use market segmentation to

    group individuals according to whether they would consider fostering in the future or not,

    then the results indicate that those who would not consider fostering are too busy with

    family/friend commitments, have no interest in children, and feel that taking a child was

    too big a commitment to make. These are all reasons that cannot easily be influenced or

    changed. In contrast, people who would consider fostering in the future are more likely to

    indicate that no one had ever asked them to foster. These findings highlight the fact that

    the market of potential foster carers is not one homogenous group, and that simply

    considering the barriers to involvement at the aggregate market level can mask the

    different views of particular segments within the market.

Publication Date


  • 2010

Citation


  • Randle, M. J., Miller, L., Dolnicar, S. & Ciarrochi, J. V. (2010). Using market segmentation to gain insight into reasons for not fostering caring. In H. Yeatman (Eds.), The SInet 2010 eBook (pp. 147-156). Wollongong: SInet UOW.

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/1773

Book Title


  • The SInet 2010 eBook

Start Page


  • 147

End Page


  • 156