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Article
Publication date: 2 October 2017

Sanjeev Verma

The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational…

Abstract

Purpose

The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization.

Design/methodology/approach

Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified.

Findings

The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood.

Practical implications

The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB.

Originality/value

Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.

Details

South Asian Journal of Business Studies, vol. 6 no. 3
Type: Research Article
ISSN: 2398-628X

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Article
Publication date: 1 July 2002

Chin‐Feng Lin

A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information…

Abstract

A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the characteristics of market segments. In a comparative evaluation, the multi‐combination variables of demographic segmentation exhibited market‐segmenting capabilities equivalent to those of psychographic segmentation. The purpose of this research is utilizing multiple segmentation variables to identify smaller, better‐defined target sub‐markets for enhancing business competitive advantages.

Details

Journal of Product & Brand Management, vol. 11 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 2 January 2020

Christine S. Pitt, Anjali Suniti Bal and Kirk Plangger

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This…

Abstract

Purpose

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper aims to explore these characteristics to develop a typology of art consumers using a mixed method approach over several studies.

Design/methodology/approach

This is achieved by analyzing qualitative data, gathered via semi-structured interviews of art collectors, and quantitatively by means of natural language processing analysis and automated text analysis and using correspondence analysis to analyze and present the results.

Findings

The study’s findings reveal four distinct clusters of art collectors based on their “Big Five” personality traits, as well as uncovering insights into how these types talk about their possessions.

Research limitations/implications

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of consumers that managers can use for market segmentation and target marketing decisions in other markets. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating the “doubling” procedure to deal with percentile data.

Practical implications

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of art collectors that managers can use for market segmentation and target marketing decisions. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating a non-traditional application of correspondence analysis using the “doubling” procedure. Buyer behavior in the fine art market is not exhaustively studied. By understanding the personality traits of consumers in the art market, sales forces can better provide assistance and product to consumers. Further, understanding the personalities of consumers is better for art retail spaces to better serve consumers.

Originality/value

This paper demonstrates a unique mixed methods approach to analyzing unstructured qualitative data. It shows how text data can be used to identify measurable market segments for which targeted strategies can be developed.

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Article
Publication date: 7 December 2015

Natalia Maehle, Nina Iversen, Leif Hem and Cele Otnes

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental…

Abstract

Purpose

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex phenomenon, as consumers must consider contradictory requirements when making their choices. Consumers’ decision-making processes might also be influenced by food category. Some food products are mostly consumed for pleasure, whereas others are consumed because of their nutritional value.

Design/methodology/approach

The study employs a choice-based conjoint technique, which addresses how consumers make trade-offs across a set of product attributes.

Findings

The results indicate that price and taste attributes are rated as the most important for both hedonic and utilitarian food products. However, when the authors group consumers according to their product preferences, the relative importance of product attributes changes. Specifically, the importance of environmental friendliness and healthfulness is much higher among the health-conscious and environmentally conscious segments than for other segments.

Originality/value

To the knowledge, this is the first study comparing the importance of this combination of product attributes (price, taste, calorie content and eco-label) across hedonic and utilitarian foods in a choice-based conjoint setting. Moreover, a new way of grouping consumers according to their ethical-value profiles enables the authors to create a psychographic description of these segments, and to relate it to their food attribute preferences.

Details

British Food Journal, vol. 117 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 26 October 2012

Kara Chan and Yu Leung Ng

This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on…

Abstract

Purpose

This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables.

Design/methodology/approach

A convenience sample of 355 Hong Kong female secondary school students aged 12 to 19 were asked to answer questions about gender roles and identities, ideal female images, and liking of global brands. A segmentation approach was employed to classify the respondents.

Findings

Four distinct clusters of adolescent girls were identified and profiled. They were Middle of the roaders, Achievers, Conservatives, and Inactives.

Practical implications

Understanding the unique characteristics of the clusters and the similarities and differences among them can enhance the targeting of marketing communication to adolescent girls, including the selection of celebrity presenters and visual images.

Originality/value

This was the first study to segment Chinese adolescent girls using gender roles and ideal female images.

Details

Journal of Consumer Marketing, vol. 29 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 16 December 2019

Muhammad Ahsan Sadiq, Balasundaram Rajeswari and Lubna Ansari

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a…

Abstract

Purpose

The purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a segmenting variable and to use a factor-cluster analysis approach to achieve the same. The current study is expected to add a substantial base to the segmentation literature in marketing.

Design/methodology/approach

Food stores in Indian metropolitan city Chennai are sampled, and data is collected in the form of a mall intercept survey method. In total, 441 usable structured questionnaires are filled by the respondents which are subjected to suitable statistical analysis.

Findings

Three significantly different consumer segments emerged from the given sample of respondents, which shows uniqueness concerning consumer’s, HL features, demographics and the variables of the theory of planned behavior (TPB).

Research limitations/implications

Clustering method used to segment the potential shoppers of organic foods is an exploratory technique only. It cannot be treated or generalized to the population like those of inferential techniques. The researcher suggested testing the same with a larger sample size and in a different context. It is limited to urban and suburban facets of the metropolitan city in India.

Originality/value

The study will be helpful to marketers and decision makers to target the potential organic foods consumers.

Details

South Asian Journal of Business Studies, vol. 9 no. 2
Type: Research Article
ISSN: 2398-628X

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Article
Publication date: 22 June 2012

Nelson Barber, Pei‐Jou Kuo, Melissa Bishop and Raymond Goodman

Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support…

Abstract

Purpose

Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions and their actual behavior is not as clear. Predicting which consumer will purchase an environmentally friendly product, the research remains split, particularly when it comes to perceived “trade‐offs” between the environmental benefits, quality, and cost. In this regard, previous research has fallen short in examining consumers' actual purchase behavior versus self‐reported purchase intentions. This paper seeks to address these issues.

Design/methodology/approach

This study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method.

Findings

The results show that respondents expressing a high intention to purchase environmentally friendly wines also reported strong attitudes and values toward the environment. However, the gap between stated willingness to pay and the actual price paid was wide.

Research limitations/implications

The study was restricted to the investigation of one type of product. The model should be tested with a number of products that are purchased on a regular basis.

Practical implications

Given the wide disparity between stated willingness to pay and actual price paid for those expressing high purchase intentions, marketing should use caution when assessing this targeted group for new product launches and potential price changes.

Originality/value

This study assessed the same cohort using a survey and auction experiment to relate consumer values and purchase intentions with actual behavior.

Details

Journal of Consumer Marketing, vol. 29 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 7 June 2018

Cristina Calvo-Porral, Javier Orosa-González and Felix Blazquez-Lozano

New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions…

Abstract

Purpose

New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer consumers monolithic or are there different segments in the beer market?; and “What are the main characteristics of the beer consumer segments?”. The purpose of this paper is to examine the potential beer consumer segments and to profile them regarding their consumption behaviour.

Design/methodology/approach

Data from a sample of 592 consumers were analysed through hierarchical cluster analysis; and the validity of the cluster solutions was then examined through a MANOVA analysis.

Findings

A five-cluster solution emerged, revealing different beer consumption patterns and preferences. These segments are identified as “beer lovers”, “circumspect seniors”, “social drinkers”, “homelike women” and “beer to fuddle consumers”.

Originality/value

The findings suggest that beer consumers cannot be seen as a homogenous consumer group; and managers and brewers could manage beer as five different products, instead of considering beer as a single item.

Details

British Food Journal, vol. 120 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 5 April 2021

Michael Shumanov, Holly Cooper and Mike Ewing

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to…

Abstract

Purpose

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness.

Design/methodology/approach

A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative methods.

Findings

This paper finds that matching consumer personality with congruent advertising messages can lead to more effective consumer persuasion for most personality types. For consumers who exhibit neurotic personality traits, ameliorating perceived risks during purchasing and providing cues for social acceptance and goal attainment are important factors for advertising effectiveness. These factors also had a positive impact on the purchasing behaviour of extroverted consumers.

Research limitations/implications

This research focusses on understanding purchasing behaviour based on the most dominant personality trait. However, people are likely to exhibit a combination of most or even all of the Big Five personality traits.

Practical implications

Building on advances in natural language processing, enabling the identification of personality from language, this study demonstrates the possibility of influencing consumer behaviour by matching machine inferred personality to congruent persuasive advertising. It is one of the few studies to use contextual instead of social media data to capture individual personality. Such data serves to capture an authentic rather than contrived persona. Further, the study identifies the factors that may moderate this relationship and thereby provides an explanation of why some personality traits exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Originality/value

Although the idea that people are more likely to be responsive to advertising messages that are congruent with their personality type has already been successfully applied by advertising practitioners and documented by advertising scholars, this study extends existing research by identifying the factors that may moderate this relationship and thereby provides an explanation why some personality traits may exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 September 2002

Nigel Jarvis

The purpose of this exploratory study is to examine the sponsorship of a gay and lesbian sports event, and whether this differs from the sponsorship of more mainstream…

Abstract

The purpose of this exploratory study is to examine the sponsorship of a gay and lesbian sports event, and whether this differs from the sponsorship of more mainstream sports events. This is achieved by focusing on one particular non-mainstream sport and event, the Gay Softball World Series. It concludes that nonmainstream sports, such as gay and lesbian softball, have become a significant and legitimate, if problematic, cultural force and a desirable magnet for sponsors as corporations attempt to reach new target groups.

Details

International Journal of Sports Marketing and Sponsorship, vol. 4 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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