The Profile of Potential Youth Volunteers in the Face of Bullying: An Attempt at Segmentation from the Perspective of Willingness to Collaborate as a Volunteer

This work proposes a practical case focused on market segmentation in social marketing. It is appropriate for marketing courses, especially for non-profit marketing or social marketing courses. For this purpose, a current problem has been selected that affects a vulnerable group such as children and adolescents, bullying. Young and children are a priority in the 2030 Agenda and the greatest hope of change towards sustainability. The United Nations are committed to methods and approaches to ensure that young people can reach their empowerment and development. In this context, it is intended to shed some light on making society participate in improving the situation of victims of school bullying. Under these premises, the case presents two objectives. On the one hand, to know the profile of young Jerez people between 18 and 30 years old who are willing to collaborate as volunteers, based on their socio-demographic characteristics, stage of behaviour (based on Andreasen’s approach adapted in turn from the Prochaska and Di Clemente model), benefits and barriers to collaborate. The second objective is to select initiatives corresponding to the marketing mix, according to the results obtained. The results show that most of the respondents are aware of the problem but do not consider that they have to take any action to improve it. However, this group of people affirm that they should collaborate as volunteers. It is also convenient to know the main barriers and benefits and know which marketing initiatives are the most convenient to make people collaborate.