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Article
Publication date: 22 November 2011

Ulun Akturan, Nuray Tezcan and Alexandra Vignolles

The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.

2620

Abstract

Purpose

The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.

Design/methodology/approach

The research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18‐24 by a self‐administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media.

Findings

In both of the countries, four segments were distinguished and defined as “fashion‐brand conscious consumers”, indifferent consumers”, “recreation seekers” and “quality seekers”.

Research limitations/implications

The study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class.

Practical implications

The expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms.

Originality/value

This study examines a cross‐cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross‐cultural comparison of young adults' consumption segments.

Article
Publication date: 22 March 2011

Kai Sparke and Klaus Menrad

The purpose of this paper is to develop a survey tool for consumer segmentation with respect to their food consumption style and to identify interesting consumer clusters

4135

Abstract

Purpose

The purpose of this paper is to develop a survey tool for consumer segmentation with respect to their food consumption style and to identify interesting consumer clusters for innovative food products development.

Design/methodology/approach

The data for this research were collected in a non‐stratified oral survey amongst 327 customers of food retail shops in southern Germany.

Findings

Cluster analysis of the data resulted in ten different consumption style segments. Additionally, consumers’ evaluation of the food product features were examined with conjoint analysis and interpreted both on a traditional preference level and on a newly elaborated acceptance level. Differences in preferences and acceptance can be observed for diverse food consumption style clusters and are the basis for target group specific food product design.

Research limitations/implications

The sample was limited in size but meaningful results could be obtained within the survey. Additional improvements can be realised in the developed survey instrument with respect to, for example, the used food consumption style descriptors, character of product innovations or the structure of the sample.

Practical implications

The developed approach can be used by food small and medium‐sized enterprises (SMEs) to integrate consumers and consumer‐related aspects in their product development and innovation activities.

Originality/value

A new approach for consumer segmentation is developed within the paper and tested in a field study in Germany. A new acceptance simulator tool uses conjoint data innovatively to gather deeper consumer feedback.

Details

Journal of Consumer Marketing, vol. 28 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 2 November 2010

Li Baoku, Zhai Cuixia and Bao Weimin

This paper aims to determine Chinese peasant consumers' decision‐making styles.

3507

Abstract

Purpose

This paper aims to determine Chinese peasant consumers' decision‐making styles.

Design/methodology/approach

The paper reflects on the psychological orientation and decision‐making styles of peasants' purchase of durable appliances. This has the dual character of purchase behavior by the study on factor analysis from a view of peasants' consumption psychology. The consumer style inventory (CSI) was administered in January 2009 to 5,827 peasants in 656 villages in 14 provinces which were selected randomly in China. Both an exploratory factor analysis and a confirmatory factor analysis are adopted to validate the CSI inventory. This results in a 25‐item and eight‐factor solution.

Findings

Findings indicate that three consumer segments are formed: confused by over choice peasant consumer; fashion and impulsive peasant consumer; and perfect peasant consumer. The income effect on a farmer's purchasing has a threshold, while income does not reach the limit, income does not have an obvious effect on the decision‐making styles of peasants' purchasing on durable appliances, the category of consumer styles depends on the “individual” factor of peasants' consumption psychology, and their consumption behavior characteristics depend on the grade of psychological orientation and decision‐making styles of the consumer.

Practical implications

The marketing mix of an enterprise should recognize the potential differences of psychology of the peasant consumer. Enterprises should adopt positive marketing strategies in pricing to induce and inspire consumer motivation and behavior, so that enterprises can positively interact with rural consumers and achieve optimal allocation of marketing resources.

Originality/value

This paper decribes the decision‐making styles of Chinese peasant consumers based on their purchasing behavior with regard to consumer and consumption psychology. The effect of annual average income and income source of the family on the consumers' decision‐making styles is not obvious, but the number of people in a family has some effect on consumers' decision‐making styles.

Details

Journal of Consumer Marketing, vol. 27 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 7 July 2022

Felipe Furtini Haddad, Ana Paula Lima Ribeiro, Kelly Carvalho Vieira, Rafaela Corrêa Pereira and João de Deus Souza Carneiro

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs…

Abstract

Purpose

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding consumers' preferences, perceptions and determining buying factors.

Design/methodology/approach

In the qualitative analysis, interviews were performed with 14 professionals from the SB industry. In the quantitative study, 301 consumers of SB answered a questionnaire about preferences, perception and determining buying factors of special beer. Techniques such as content analysis, frequency analysis, cross-tabulation and hierarchical cluster analysis were used in this study.

Findings

The study demonstrated an important convergence in the perceptions of producers about consumers and the real behavior of SB consumers, mainly on factors of beer packaging, label, style and price. Those respondents consuming just SB were characterized by having higher income, frequency and time of beer consumption and willingness to pay more for the product. Cluster analysis allowed to segment respondents into three groups: (1) beginners in the universe of SBs who also drink commercial beers; (2) regular consumers willing to pay more for SB and (3) legitimate consumers of SB averse to commercial beer.

Practical implications

There are practical implications in this study such as new products development and assertive creation of labels and packaging for special beers.

Social implications

There are social implications in this study such as the convergence between industry professionals and consumers.

Originality/value

By addressing professionals and consumers, this study generated scientific information and knowledge to assist the specialty brewing industry in developing new products and defining marketing strategies as well as creating actions for bringing producers and consumers closer together to benefit both parties.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 24 October 2018

Harsandaldeep Kaur and Sahiba Anand

The purpose of this paper is to identify personality clusters among consumers of Generation Y in India using the Big Five personality traits and profile these clusters on…

2729

Abstract

Purpose

The purpose of this paper is to identify personality clusters among consumers of Generation Y in India using the Big Five personality traits and profile these clusters on the basis of their levels of fashion consciousness, inclination toward status consumption and materialistic tendencies.

Design/methodology/approach

A self-completion questionnaire was administered to 751 respondents from Generation Y (born between 1980 and 2000) using mall-intercept approach. The questionnaire included demographic items and measures of the Big Five personality traits, fashion consciousness, status consumption and materialism. A two-step cluster analysis, using hierarchical and nonhierarchical clustering, was conducted on each respondent’s factor scores on the five dimensions of the Big Five. Later, multivariate analysis of variance (MANOVA) was applied to identify differences in the levels of fashion consciousness, inclination toward status consumption and materialistic tendencies of the clusters.

Findings

Four personality clusters were identified, i.e. Conventionalists (N = 95, 12.64 per cent), Anxious Achievers (N = 207, 27.56 per cent), Introverts (N = 204, 27.16 per cent) and Positivists (N = 245, 33.82 per cent). MANOVA revealed significant differences among clusters pertaining to their levels of fashion consciousness, status consumption and materialistic tendencies.

Practical implications

Results suggest that the personality clusters are not homogeneous, and fashion marketers must bear in mind the differences within the cohort of Generation Y while planning their promotion and communication strategies.

Originality/value

The value of this study lies in integrating the widely researched constructs of the Big Five personality traits, fashion consciousness, status consumption and materialism into one holistic study, thereby offering useful insights into the fashion shopping behavior of young Indian adults.

Details

Young Consumers, vol. 19 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 March 2010

2683

Abstract

Details

Journal of Public Budgeting, Accounting & Financial Management, vol. 22 no. 3
Type: Research Article
ISSN: 1096-3367

Article
Publication date: 30 March 2020

Ching-Chan Cheng, Hung-Che Wu, Ming-Chun Tsai, Yu-Yuan Chang and Cheng-Ta Chen

This study aims to extract determinants of customers' choice of dining-related services (CDS) to understand their attitudes and habits for dining-related services…

Abstract

Purpose

This study aims to extract determinants of customers' choice of dining-related services (CDS) to understand their attitudes and habits for dining-related services. Moreover, it classifies restaurant customers into several clusters based on their CDS factors and further analyzes the differences in the preferences and habits for dining-related services among various clusters.

Design/methodology/approach

This study extracts the CDS factors using principal component analysis and identifies construct validity of the CDS factors through the results of confirmatory factor analysis. Then, it divides the restaurant customers in Taipei City into different clusters through cluster analysis to explore the habits and preferences for dining-related services in each cluster.

Findings

The study results show that the extracted six CDS factors, including service commitment, dietary preferences, design styles, additional value, delicate information collection, and dining environments. Dietary preferences, service commitment and additional value factor are the most important CDS factors for restaurant customers in Taipei City. This study divides 1,029 restaurant customers in Taipei City into three clusters based on the CDS factors through cluster analysis. The differences in the preferences and habits for dining services among three clusters have been discussed in the context in detail. Finally, this study develops eight service strategies and determines the order of execution of the eight service strategies for each cluster of customers.

Originality/value

The findings will help restaurant operators segment the market, target market customers, carry out service positioning and develop marketing strategies to respond to the highly competitive restaurant market and achieve sustainable restaurant operations.

Details

British Food Journal, vol. 122 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 12 May 2022

Vageesh Neelavar Kelkar, Kartikeya Bolar, Valsaraj Payini and Jyothi Mallya

This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how…

Abstract

Purpose

This study aims to identify and validate the different clusters of wine consumers in India based on the wine-related lifestyle (WRL) instrument. It also investigates how the identified clusters differ in terms of socio-demographic characteristics, such as age, gender, income, education, employment and marital status.

Design/methodology/approach

The authors conducted a survey using a structured questionnaire to collect data from wine consumers in India. The number of participants totalled to 432. The authors first identified the clusters using latent profile analysis. The authors then used the decision tree analysis based on a recursive partitioning algorithm to validate the clusters. Finally, the authors analysed the relationship between the identified clusters and socio-demographic characteristics using correspondence analysis.

Findings

Three distinct segments emerged after data were subjected to latent profile analysis, namely, curious, ritualistic and casual. The authors found that the curious cluster had a high mean score for situational and social consumption while the ritualistic cluster had a high mean for ritualistic consumption. The findings also suggest that the casual cluster had more female wine consumers.

Originality/value

This study makes methodological contributions to the wine consumer segmentation approach. First, it adopts a latent profile analysis to profile Indian wine consumers. Second, it validates the obtained clusters using the decision tree analysis method. Third, it analyses the relationship between the identified clusters and socio-demographic variables using correspondence analysis, a technique far superior to the Chi-square methods.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 30 June 2021

Shelley Haines and Seung Hwan (Mark) Lee

This study segmented consumers by combining emotional and shopping characteristics to develop typologies that classify their consumption patterns and disposal behaviors.

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Abstract

Purpose

This study segmented consumers by combining emotional and shopping characteristics to develop typologies that classify their consumption patterns and disposal behaviors.

Design/methodology/approach

To identify segments of fashion consumers, an online questionnaire was administered measuring emotional and shopping characteristics, including perspective taking, empathic concern, personal distress, hedonism, and frugality. An online questionnaire involving 168 US-based participants were used to accomplish the purpose of the study. A cluster analysis was conducted to identify segments of participants based on these variables. Consumption patterns and disposal behavior, including motivation to buy environmentally friendly items, consciousness for sustainable consumption, buying impulsiveness, likelihood to follow fashion trends, and tendencies to dispose of or repair damaged or unwanted items were also measured via the questionnaire as dependent variables to be predicted by identified segments.

Findings

Three clusters of consumers were identified as: Distressed and Self-Oriented, Warm and Thrifty, and Cold and Frivolous. Distressed and Self-Oriented individuals reported the highest levels of personal distress and hedonism. Warm and Thrifty individuals reported the highest levels of empathic concern, perspective taking and frugality, and the lowest levels of personal distress and hedonism. Cold and Frivolous individuals reported the lowest levels of perspective taking, empathic concern, and frugality.

Originality/value

The classification of consumers into segments brings a new dimension to the field of sustainable fashion. Clusters were created according to the variables of emotional characteristics (i.e. perspective taking, empathic concern, and personal distress) and shopping characteristics (i.e. hedonism and frugality). The analysis unveiled three distinct clusters that can be utilized to develop tailored strategies to successfully promote sustainable fashion consumption.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 3 October 2008

Talha Harcar and Erdener Kaynak

In view of the existing void in the current international and cross‐national/cultural marketing literature, the purpose of this paper is to look into the similarities and…

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Abstract

Purpose

In view of the existing void in the current international and cross‐national/cultural marketing literature, the purpose of this paper is to look into the similarities and differences of life‐style orientations prevalent among US and Canadian consumers. The AIO (Activities, Interest, and Opinions) and VALS (Values, Attitudes, and Life‐Styles) statements adapted from the current cross‐cultural marketing literature were utilized to determine different US and Canadian consumer market segments. The research tools and techniques used in this study help retail businesses as well as manufacturing companies of the two countries to develop and execute more effective target marketing strategies.

Design/methodology/approach

The data for this study were collected through self‐administered questionnaires. The questionnaires were administered in two different locations. First, in Brandon, Canada and second, in the rural part of south central Pennsylvania (York and Lancaster counties). Both regions are similar to each other, each having a flourishing agricultural industry and a significant number of companies in the service and manufacturing industries. The data were collected through a drop‐off and pick‐up method among a sample of 300 Canadian married or common‐law families and 400 in the USA.

Findings

The study results show that there are, indeed, differences among the consumers’ life‐styles in the two countries which were similar in demographics and as such may have been previously treated the same way by marketers, but in reality have very different lifestyles. Based on the survey findings, managerial and/or public policy implications are offered for orderly marketing decision‐making purposes.

Research limitations/implications

A study of total urban consumers may produce different life‐style profiles than the ones presented here. This study only examined North American consumer life‐styles within the framework of product group (form). Additional studies may look at consumer life‐styles by use of product brands and even product options.

Originality/value

This empirical research study presents cross‐cultural comparisons of life‐styles, value orientations of consumers in the purchase of a variety of goods and services in the similar environments of North America, namely rural areas of the USA and Canada.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 20 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

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