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Article
Publication date: 3 July 2017

Malak Tleis, Roberta Callieris and Rocco Roma

The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and

Abstract

Purpose

The purpose of this paper is to discover profiles of organic food consumers in Lebanon by performing a market segmentation based on lifestyle and attitude variables and thus be able to propose appropriate marketing strategies for each market segment.

Design/methodology/approach

A survey, based on the use of closed-ended questionnaire, was addressed to 320 organic food consumers in the capital Beirut, in February and March 2014. Descriptive analysis, principal component analysis and cluster analysis (k-means method) were performed upon collected data.

Findings

Four clusters were obtained and labelled based on psychographic characteristics and willingness to pay for the most purchased organic products. “Localist” and “Health conscious” clusters were the largest proportion of the selected sample, thus these were the most critical to be addressed by specific marketing strategies, emphasising the combination of local and organic food and the healthy properties of organic products. “Rational” and “Irregular” cluster were relatively small groups, addressed by pricing and promotional strategies.

Originality/value

This is the first study attempting to segment organic food consumers into different categories in a developing country as Lebanon.

Details

British Food Journal, vol. 119 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 30 January 2009

Jonas Nilsson

The purpose of this paper is to address reasons for consumer investment in socially responsible investment (SRI) profiled mutual funds. Specifically, the paper deals with…

Abstract

Purpose

The purpose of this paper is to address reasons for consumer investment in socially responsible investment (SRI) profiled mutual funds. Specifically, the paper deals with the relative influence of financial return and social responsibility on the decision to invest in SRI profiled mutual funds.

Design/methodology/approach

A cluster analytic approach was used where 563 SR‐investors were classified into different segments based on their perception of importance of financial return and social responsibility. Furthermore, discriminant analysis and chi2 tests were used to profile the segments.

Findings

Three segments of SR‐investors were formed. The “primarily concerned about profit” SR‐investors value financial return over social responsibility. The “primarily concerned about social responsibility” value social responsibility over financial return. The “socially responsible and return driven” SR‐investors value both return and social responsibility when deciding to invest in SRI. The segments displayed distinct differences with regard to various profiling variables.

Research limitations/implications

As respondents were generated from one SRI provider, it is possible that the respondents are not fully representative of all SR‐investors.

Practical implications

Since there are segments of SR‐investors that invest in SRI because of different reasons, there is an opportunity for SRI providers to target and adapt communication to certain segments.

Originality/value

For both academia and the SRI industry this study provides useful knowledge on how private SR‐investors handle the issue of financial return and social responsibility when investing in SRI. This understanding of the differing motivations of the SR‐investor also holds practical importance for developing appropriate marketing strategies within the SRI industry.

Details

International Journal of Bank Marketing, vol. 27 no. 1
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 7 August 2018

Joachim J. Schouteten, Sara De Pelsmaeker, Joel Juvinal, Sofie Lagast, Koen Dewettinck and Xavier Gellynck

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial…

Abstract

Purpose

The purpose of this paper is to examine the influence of sensory attributes of milk chocolate on consumers’ emotions and their hedonic ratings using three commercial brands of milk chocolate.

Design/methodology/approach

Quantitative descriptive analysis by a trained panel (n=8) was performed to obtain the sensory evaluation of the samples. A group of 127 consumers evaluated the samples to indicate their hedonic ratings (nine-point hedonic scale) and emotions (EsSense Profile®).

Findings

The sensory profiles for the three chocolate types showed clear differences. EsSense Profile® methodology revealed that each type of chocolate had a distinct emotional profile. The premium brand was associated with the highest number of positive emotions, whereas the traditional brand was associated with most of the negative emotions (“bored”, “disgusted” and “worried”). The drivers of liking were mainly positive and unclassified emotions. Also, gender differences in emotional profiling were found.

Practical implications

This study illustrates that sensory and emotional measurements can contribute to a better understanding of consumers’ hedonic liking. Moreover, gender differences found in emotional profiling should raise awareness that gender may lead to different emotional profiling. These gender differences are of interest to food companies, for instance, for food product development or marketing purposes.

Originality/value

This study further contributes to the growing literature on emotions. By combining sensory evaluation by a trained panel and emotional profiling by consumers, this paper explores how combining these measurements can contribute to a better understanding of the drivers of liking for milk chocolate.

Details

British Food Journal, vol. 120 no. 7
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 9 December 2019

Gordon Fullerton

Allen and Meyer’s (1990) three component model of organizational commitment is now well accepted in the study of consumer–service provider relationships (Keiningham et al.

Abstract

Purpose

Allen and Meyer’s (1990) three component model of organizational commitment is now well accepted in the study of consumer–service provider relationships (Keiningham et al., 2015). Commitment profiling is a “person-centered approach” to commitment (Meyer et al., 2012) which examines groups of individuals who share similar commitment mindsets. The purpose of this paper is to apply commitment profile methodology to the analysis of customer–firm relationships in the context of financial services.

Design/methodology/approach

This method was applied with customer data collected as part of a nation-wide panel study of consumer financial service relationships in Canada. In total, 428 banking customers participated in this study.

Findings

This study identified five distinct bank customer commitment profiles (fully committed, affective commitment dominant, continuance commitment dominant, moderately committed and uncommitted) that varied in both size and behaviors and intentions.

Research limitations/implications

This is an exploration of commitment profiling as a technique to understand the ways in which consumers differ in terms of their commitment mindsets and behavior. It has application to a wide range of service relationships beyond financial services.

Practical implications

This has applications for market segmentation on the basis of customer commitment mindsets in many service sectors, but banking in particular. Since financial institutions have adopted various techniques to measure customer lifetime value (CLV), it would be appropriate to understand how various commitment profiles (segments) are linked to CLV.

Originality/value

While commitment profiling is a well-developed approach in understanding the nature of the firm–employee employment relationships, this is an early and exploratory attempt at applying this method in the context of a customer–financial service provider marketing relationship. This is a novel way of understanding bank customer segments in terms of their felt commitment to the financial institution with which they do business.

Details

International Journal of Bank Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 December 1999

Robert D. Straughan and James A. Roberts

Looking to the future of green marketing, examines the dynamic nature of ecologically conscious consumer behavior. The study also provides a method of profiling and

Abstract

Looking to the future of green marketing, examines the dynamic nature of ecologically conscious consumer behavior. The study also provides a method of profiling and segmenting college students based upon ecologically conscious consumer behavior. Findings indicate that, despite a significant amount of past research attention, demographic criteria are not as useful a profiling method as psychographic criteria. Consistent with past findings, the study indicates that perceived consumer effectiveness (PCE) provides the greatest insight into ecologically conscious consumer behavior. Further, the inclusion of altruism to the profile appears to add significantly to past efforts. Additional constructs examined suggest that environmental segmentation alternatives are more stable than past profiles that have relied primarily on demographic criteria.

Details

Journal of Consumer Marketing, vol. 16 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 29 March 2011

Tamer A. Awad

The purpose of this paper is to study the green marketing consumer in the Kingdom of Bahrain through using the ecologically conscious consumer behavior (ECCB) model and

Abstract

Purpose

The purpose of this paper is to study the green marketing consumer in the Kingdom of Bahrain through using the ecologically conscious consumer behavior (ECCB) model and profiling green consumers in the kingdom.

Design/methodology/approach

Using questionnaire survey, the influence of demographic characteristics (gender, age, education, and household monthly income) and ECCB on green marketing consumers has been tested through factor analysis, regression analysis, ANOVA, and K‐means clustering. The sample consisted of 241 consumers.

Findings

The findings of this study provide some understanding to the service providers and the government on the effect of demographic profile on online shopping. Of consequence, such understanding would help them in finding and implementing suitable strategies to enhance online shopping. Four types of green consumers were identified.

Originality/value

The study described in the paper is the first analysis of the Kingdom of Bahrain green consumers' characteristics through providing a comprehensive understanding by combining the demographic characteristics and the ECCB model and their effect on green shopping. Furthermore, the study offers a profile of green market consumers.

Details

Journal of Islamic Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 6 November 2020

Deepak Jaiswal, Vikrant Kaushal, Pankaj Kumar Singh and Abhijeet Biswas

In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such…

Abstract

Purpose

In the present era of green consumerism, consumers are shifting towards sustainable consumption with the rising demand of green products. Despite consumers' demand of such products, their attitudes towards eco-friendly practices can neither be the same for different consumer groups nor can be treated as they all are equally green. The purpose of this study is to operationalize the green market segmentation based on demographic, psychographic and behavioural characterization in the Indian context of green consumerism.

Design/methodology/approach

The deductive approach of questionnaire survey method has been adapted to collect the responses from convenience sampling of Indian consumers using the measured constructs concerning to green consumer psychology. The data were analyzed by applying multivariate techniques of confirmatory factor analysis (CFA), cluster and discriminant analysis.

Findings

The results revealed that the three distinctive set of consumer groups are evolved as “keen greens”, “moderate greens” and “reluctant greens” based on the eight cognitive variables used in this study, namely environmental concern (EC), perceived environmental knowledge (PEK), perceived consumer effectiveness (PCE), perception of eco-label, perception of eco-brand and environmental advertisements, green purchase intention (GPI) and green purchasing behaviour (GPB) in the Indian context.

Research limitations/implications

The research findings may lack its generalizability in the Indian context, as the survey strategy is confined with the most populated territory of India. To provide its robustness, the future studies need more heterogeneous sample across the country. The research findings could provide the key insights into policymakers and enterprises in the framing of marketing strategies to promote green consumerism in the setting of emerging economies.

Originality/value

There is dearth of literature concerning to green consumer segmentation based on the “attitude–intention–behaviour” approach in the Indian context. Therefore, the present study endeavours to manifest a holistic description of green consumer classification based on demographic, psychographic and behavioural characterization. At Prima facie, the study is the first that elucidates consumers' segments profile by incorporating environmental cognitive factors from both the perspectives; “consumers” inner stimuli' and “external green marketing cues”, especially in the indigenous Indian setting.

Details

Benchmarking: An International Journal, vol. 28 no. 3
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 30 March 2021

Xuan Quach and Seung Hwan (Mark) Lee

The aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify…

Abstract

Purpose

The aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify differences among the groups regarding their gift-purchasing behavior.

Design/methodology/approach

Based on the data from 193 participants, the authors seek to identify and profile unique consumer segments (gifters) generated from the four psychographic consumption traits. Second, once the segments are established, the authors analyze how the segments differ across 16 unique gift-purchasing behaviors.

Findings

The data generated four distinct consumer segments: experiential gifters, considerate gifters, convenience gifters and astute gifters. Across the segments, there were differences in their gift consumption behavior (e.g. time/effort spent, desire for customization, gift presentation, derived joy, purchasing frequency, eco-friendliness, seeking assistance, regifting and more).

Research limitations/implications

US-based sample was collected via an online panel in January; this may restrict the generalizability of the research, given that gift consumption customs may vary across different countries. Thus, future research should include participants from other geographic regions to increase the external validity of the research.

Practical implications

Retail managers can use this knowledge to devise marketing strategies focused on the gift-purchasing behaviors of each group.

Originality/value

Segmenting clusters based on differences in consumption traits provides insights to retailers looking to build a competitive advantage, particularly in a gift purchasing context.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 30 March 2021

Pooja Mehta and Harpreet Singh Chahal

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products…

Abstract

Purpose

Over the last few decades, there has been a substantial increase in environmentally conscious consumers' willingness to switch their preferences from mainstream products to green products. Hence, it becomes essential for academicians and marketers to understand the notion, attributes and a comprehensive profile of green consumers. Since consumer attitude towards green products is not widely studied in developing countries, the present study aims at exploring the profile of green consumers in India (Punjab State) based on the same in the Indian context.

Design/methodology/approach

The study used the survey method, and a sample of 400 respondents was selected from the Punjab State of India. Initially, principal component analysis was employed to reduce the dimensions. Following this, cluster analysis was applied to segment consumer market in distinctive segments. Results of cluster analysis were validated with discriminant analysis and finally, differences amongst the segments of green and non-green consumers were examined to build on the profile of green consumers.

Findings

The study segmented the consumer market based on consumer attitude towards green products. Results of the study revealed four distinct segments. “Dynamic Green”, the largest cluster, presents truly green consumers who exhibit a positive attitude towards green products. Finally, the study highlighted the attitudinal profile of green and non-green consumers and differences amongst the segments were explained.

Research limitations/implications

Similar study should be conducted in other developing/developed countries. Furthermore, cross-cultural studies can be undertaken to contrast consumer attitude towards green products. The study may also be extended to probe the connection between consumers' attitude and actual behaviour towards green products.

Originality/value

The study examined the role of consumer attitude towards green products in identifying the distinct segment of green consumers and determining different configurations of consumer characteristics to build on the profile of green consumers.

Details

Management of Environmental Quality: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 16 October 2018

Mohamed M. Mostafa

The purpose of this paper is to examine female fashion consumer profiles in Kuwait. Drawing on symbolic interactionist, fashion adoption theory, the trickle-down theory…

Abstract

Purpose

The purpose of this paper is to examine female fashion consumer profiles in Kuwait. Drawing on symbolic interactionist, fashion adoption theory, the trickle-down theory, the collective selection theory and the mass-market theory, this study examines the influence of self-identity, social interactions and prestige consumption on Kuwait female apparel consumers.

Design/methodology/approach

The study applies self-organizing maps (SOM), discriminant and multiple correspondence analyses to analyze the influence of self-identity, social interaction and prestige consumption on Kuwaiti female apparel consumers.

Findings

Results unveiled three distinct clusters: liberals, traditionalists and conservatives. Liberals include students, singles with a low income, less than KD 500. They are younger and wear neither Abaya nor Hijab. Traditionalists include employees, mixed between married and divorced females. They have moderate income between KD 500–1,500, two age groups between 25–30 and 31–35 years. Finally, conservatives include older females of age 36–45 years. They are housewives with a high-income of more than KD 1,500, and wear both Abaya and Hijab. Findings seem to confirm that the younger generations of females in Kuwait are by far living a different life than their mothers and grandmothers. Findings also show that culture, especially religion and traditions, is still exercising an enduring influence on Kuwaiti females purchasing behavior.

Originality/value

This study extends the existing literature dealing with female apparel consumption by applying cluster analysis to an Arab country, which makes it possible to generalize results to other Arab nations. Second, the author uses SOM along with traditional clustering methods to check the robustness of findings.

Details

International Journal of Sociology and Social Policy, vol. 39 no. 1/2
Type: Research Article
ISSN: 0144-333X

Keywords

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