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Places, users, and place uses: a theoretical approach to place market analysis

Kirill Lvovich Rozhkov (Company Marketing Department, National Research University Higher School of Economics, Moscow, Russia)
Natalya Il’inichna Skriabina (Company Marketing Department, National Research University Higher School of Economics, Moscow, Russia)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 13 July 2015

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Abstract

Purpose

This paper aims to develop a theoretical approach to place market analysis that aims to identify the ways in which specific places are used and to further enable the identification of distinct segments and products.

Design/methodology/approach

Typology construction was chosen as the main study method. Eight polar place demand patterns were classified on the abstract level, using a set of binary variables of spatial behaviour (migration, natural growth and settling). Based on this typology, eight abstract places were deductively described. In conjunction with this deductive study, the authors conducted focus groups, and the results showed considerable similarity in the interpretation of the achieved types.

Findings

This paper arrives at interdependent typologies of place demand, place product and place use patterns that allow the ways of using specific places to be identified and distinctive segments and products to be distinguished as particular, consistent combinations of the achieved types.

Practical implications

The typologies obtained expand the scope of competitive analysis and planning in framing place marketing. Distinct uses of specific places unambiguously point to the features of certain segments and could thereby enable a lucid marketing strategy.

Originality/value

Empirically driven place market research has not precisely defined the distinct ideas and concepts of investigated places, which might reflect the different segments of the population that have different intentions for the use of these places. This paper offers important insights into product differentiation and market segmentation in the frame of simultaneous product use.

Keywords

Citation

Rozhkov, K.L. and Skriabina, N.I. (2015), "Places, users, and place uses: a theoretical approach to place market analysis", Journal of Place Management and Development, Vol. 8 No. 2, pp. 103-122. https://doi.org/10.1108/JPMD-10-2014-0024

Publisher

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Emerald Group Publishing Limited

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