Adolescents’ Market Segmentation: Using CSI as a Tool

2017 ◽  
Vol 21 (4) ◽  
pp. 425-435
Author(s):  
Rashmi Singh ◽  
Janmejay Singh
Keyword(s):  
Decision Making ◽  
Cluster Analysis ◽  
Factor Analysis ◽  
Discriminant Analysis ◽  
Market Segmentation ◽  
Design Methodology ◽  
Indian Adolescents ◽  
Homogeneous Cluster ◽  
Shopping Orientation ◽  
Decision Making Styles

Purpose of this article: The study aims to examine the adolescents’ decision-making style and shopping orientation using consumer style inventory (CSI) as a segmentation tool. It proposes that adolescents’ decision-making styles are quite different from the adult consumers. Here, the researchers develop a typology that is based on the dimensions of CSI and its ability to predict the homogeneous cluster. Design/methodology/approach: The study is based on the clustering of adolescents on the basis of their decision-making styles. The study was carried out in India. A sample of 215 students has been taken. Factor analysis, cluster analysis which is followed by discriminant analysis, has been used in the study. Findings: The article provides a significant segmentation of adolescents’ market on the basis of their decision-making style. And at last in this article, we conclude that the adolescents have different decision-making styles than the adult consumers. Six out of eight dimensions of the Sproles and Kendall (1986) are relevant to the Indian adolescents. On the basis of these traits/styles, the adolescents are grouped into three different clusters, which are homogeneous and identifiable in nature. Originality/value: This article fulfils an identified need to study about the adolescents and how they have been clustered into different segments. The CSI is used as segmentation tool. This is the first study to segment the Indian adolescents market on the basis of their decision-making styles.

Customer decision-making styles as a tool for segmenting digital products market in Iran

2018 ◽  
Vol 9 (3) ◽  
pp. 560-577 ◽  
Author(s):  
Shahryar Mohsenin ◽  
Seyedamir Sharifsamet ◽  
Mohammad Rahim Esfidani ◽  
Lucas A. Skoufa
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Market Segmentation ◽  
Demographic Data ◽  
Digital Products ◽  
Content Type ◽  
Confirmatory Factor ◽  
Decision Making Styles ◽  
Shopping Experience ◽  
Practical Implications

Purpose The purpose of this paper is to define and develop digital products market segments in Tehran based on consumers’ buying decision-making styles (CDS) and testing applicability of Sproles and Kendall’s model [consumer style inventory (CSI)] for this steady growing market in Tehran and contributing to theories of market segmentation. Design/methodology/approach This research used exploratory factor analysis (EFA) to explore and identify digital products shoppers CDS. In addition, to determine whether the selected items and factors loaded, measured the identified CDS correctly, confirmatory factor analysis (CFA) was used to substantiate the number of explored CDS. Then, cluster analysis was executed to pinpoint decision-making groups and demographic characteristics such as gender, marital status, age, education and digital shopping experience to profile the diagnosed clusters. Findings Five CDS were distinguished for digital products customers (four former styles and one new one’s named “Premeditated buying”) through EFA and CFA analysis as a tool for segmenting; four clusters are, namely, “Best Seekers”, “Premeditators”, “Innovation Seekers”, and “Price Insensitive”. Practical implications It will be beneficial to companies focussing on the Iranian digital market. This study identifies each cluster behaviour based on demographic data too. Originality/value This is the first study focussing on market segmentation using extracting digital products decision-making styles. As the new shopping style, “Premeditated buying”, has been explored from this analysis and due to the nature of digital products, this CDS has not been found in previous studies and is unique to Iranian digital products shoppers.

Multivariate consumption profiling (MCP) for intelligent meter systems: a methodology to define categories and levels

2010 ◽  
Vol 10 (5) ◽  
pp. 710-720 ◽  
Author(s):  
J. L. Solanas ◽  
M. R. Cussó
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Multivariate Analysis ◽  
Discriminant Analysis ◽  
Reference Population ◽  
Statistical Analyses ◽  
Conceptual Schema ◽  
Data Variability ◽  
Water Companies ◽  
Analyse Data

Multivariate Consumption Profiling (MCP) is a methodology to analyse the readings made by Intelligent Meter (IM) systems. Even in advanced water companies with well supported IM, full statistical analyses are not performed, since no efficient methods are available to deal with all the data items. Multivariate Analysis has been proposed as a convenient way to synthesise all IM information. MCP uses Factor Analysis, Cluster Analysis and Discriminant Analysis to analyse data variability by categories and levels, in a cyclical improvement process. MCP obtains a conceptual schema of a reference population on a set of classifying tables, one for each category. These tables are quantitative concepts to evaluate consumption, meter sizing, leakage and undermetering for populations and groupings and individual cases. They give structuring items to enhance “traditional” statistics. All the relevant data from each new meter reading can be matched to the classifying tables. A set of indexes is computed and thresholds are used to select those cases with the desired profiles. The paper gives an example of a MCP conceptual schema for five categories, three variables, and five levels, and obtains its classifying tables. It shows the use of case profiles to implement actions in accordance with the operative objectives.

Role of mall attractiveness in shaping fashion shopping orientation of apparel shoppers: a segmentation approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ajay Kumar ◽  
Anil Kumar Kashyap
Keyword(s):  
Cluster Analysis ◽  
Design Methodology ◽  
Economic Value ◽  
Variety Seeking ◽  
Content Type ◽  
Shopping Orientation ◽  
Intercept Survey ◽  
Segmentation Approach ◽  
The Difference

Purpose The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined. Design/methodology/approach The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments. Findings This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently. Originality/value This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

The 3-S typology of South African culinary festival visitors

2017 ◽  
Vol 29 (6) ◽  
pp. 1560-1579 ◽  
Author(s):  
Armand Viljoen ◽  
Martinette Kruger ◽  
Melville Saayman
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
South African ◽  
Market Segmentation ◽  
Content Type ◽  
African Context ◽  
Three Stages ◽  
Practical Implications ◽  
General Profile ◽  
Structured Questionnaire

Purpose This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival. Design/methodology/approach A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments. Findings The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers. Practical implications The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors. Originality/value To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Prescribed consumption and consumers' decision-making styles: a cross-cultural comparison between Europe and Asia

2016 ◽  
Vol 44 (3) ◽  
Author(s):  
Corinne Lamour ◽  
Catherine De La Robertie
Keyword(s):  
Decision Making ◽  
Cultural Context ◽  
Design Methodology ◽  
Cross Cultural ◽  
Consumer Decision Making ◽  
Chinese Sample ◽  
Product Categories ◽  
Decision Making Styles ◽  
Set Up ◽  
Practical Implications

Purpose The goal of this research is 1) to check if shopping prescription consciousness is a fundamental decision-making characteristic, 2) to know its weight and position into consumer decision-making styles (DMS), and 3) to compare results between France and China. Design/methodology/approach A quantitative survey using the Consumer Styles Inventory (Sproles and Kendall, 1986) is done with 308 French and 221 Chinese pet food buyers. Factorial, multivariance, clustering and discriminant analyses are run. Findings Findings reveal that shopping prescription consciousness is a fundamental decision-making characteristic. Although this concept scores the same in both cultures, correlations between shopping prescription and other characteristics vary from a culture to another, showing a different prescription follower profile. In addition, opposite to our expectations prescription consciousness has a discriminant role on DMS in France but not in China. Finally, culture impacts overall DMS. Research limitations/implications The Chinese sample is weak. This study must be replicated in more product categories and involve more countries. This paper attempts to enrich prescribed consumption knowledge in a cross-cultural context. Practical implications This paper 1) enriches academic understanding of the decision delegation concept, in a cross-cultural context, and 2) encourages organizations involved in complex products to set up loyalty qualitative programs and prescriber networks to ease shopping decision and consequently increase sales. Originality/value This is the first time that decision delegation and prescription is studied according to decision-making styles in a cross-cultural context.

Spa market segmentation according to customer preference

2016 ◽  
Vol 28 (2) ◽  
pp. 418-434 ◽  
Author(s):  
Basak Denizci Guillet ◽  
Deniz Kucukusta
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Design Methodology ◽  
Content Type ◽  
Face To Face ◽  
Customer Preference ◽  
Combined Use ◽  
And Cluster Analysis ◽  
Industry Professionals ◽  
Practical Implications

Purpose – This paper aims to segment spa customers based on their preferences for a set of spa attributes. With the considerable growth rate of the spa market, it is vital for spa professionals to understand spa-goers’ preferences. However, academics and industry professionals have not devised a structured method by which to manage spa customers. Design/methodology/approach – A survey was conducted using a face-to-face survey with visitors to Hong Kong who had visited a spa. By applying conjoint and cluster analysis, customers could be categorized into distinct segments. Findings – Four customer segments were identified: spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers. Spa enthusiasts were the largest segment among the four, followed by value seekers, price-sensitive spa-goers and high spenders. Research limitations/implications – Given the limited academic interest in the area, this study contributes to the literature by providing insights into spa-goers’ preferences and how those preferences can be used to segment spa-goers. Practical implications – Based on the different needs, preferences and socio-demographic characteristics of the four segments – spa enthusiasts, high spenders, value seekers and price-sensitive spa-goers – spa industry managers could customize their strategies and design different spa services and packages to meet the needs of the four segments. Originality/value – The combined use of conjoint and cluster analysis provides a new method of market segmentation in the spa industry. This study could help spa professionals to design customized spa products for the distinct segments, and thus retain and attract more spa visitors.

scholarly journals Market Segmentation of Supermarket Floral Customers

HortScience ◽  
1992 ◽  
Vol 27 (5) ◽  
pp. 459-462 ◽  
Author(s):  
Bridget K. Behe ◽  
Timothy A. Prince ◽  
Harry K. Tayama
Keyword(s):  
Cluster Analysis ◽  
Factor Analysis ◽  
Market Segmentation ◽  
Demographic Data ◽  
Market Segments ◽  
Product Assortment ◽  
Potential Target ◽  
Item Questionnaire ◽  
Personal Use ◽  
Survey Responses

A profile of consumer groups who purchased floral products from supermarkets was studied with a 106-item questionnaire developed to determine the domain of issues affecting supermarket floral purchases. Thirty-four factors were identified in factor analysis and formed the basis for cluster analysis. Cluster analysis was performed on survey responses to create five homogeneous consumer segments. Demographic data and floral-purchase factors were used to profile market segments and distinguishing elements. Fourteen factors contributed most to the differences between segments, including factors of product assortment, number of purchases, degree of personal use, and package importance. Clusters can be used by supermarket and florist management as potential target markets.

General decision making style: evidence from India

2015 ◽  
Vol 4 (1) ◽  
pp. 85-109 ◽  
Author(s):  
Neha Verma ◽  
Santosh Rangnekar
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Factor Structure ◽  
Survey Method ◽  
Voluntary Participation ◽  
Content Type ◽  
Education Experience ◽  
Confirmatory Factor ◽  
Decision Making Styles ◽  
Practical Implications

Purpose – The purpose of this paper is to examine applicability of the general decision-making style (GDMS) inventory in India, using a sample of managers. In addition the authors identify various decision-making styles (DMS) of Indian managers and explore their association with respondents’ gender, age, education, experience level, annual income, sector, industry and organizational output. Design/methodology/approach – The sample consisted responses of 500 Indian managers from public (13 percent) and private (87 percent) sector organizations. The data were analyzed using exploratory factor analysis, confirmatory factor analysis, correlation analysis, regression analysis, independent sample t-tests and ANOVA. Findings – All decision-making sub scales (rational, intuitive, dependent, avoidant and spontaneous) had satisfactory reliabilities and internal consistencies. Results obtained factor structure that confirmed the original five-factor structure of GDMS. There were also mutual correlations among the styles. Moreover, there were significant differences in the DMS across respondents’ profile variables. Research limitations/implications – This research is based upon survey method and voluntary participation. Hence one can question generalization of findings to larger samples. Practical implications – Results provide insights into DMS of the Indian managers. Organizations may use GDMS as a selection tool, respondents may hone their DMS. Originality/value – A majority of researchers use survey without evaluating validity of the instruments in the selected context and sample. This research contributed to the literature and practice by testing validation of the GDMS inventory in India.

scholarly journals POTRET GAYA KEPUTUSAN PEMBELIAN MASYARAKAT KOTA PADANG DALAM MEMBELI MOBIL SEGMEN LOW MPV

2016 ◽  
Vol 1 (1) ◽  
Author(s):  
Surya Dharma ◽  
Reni Yuliviona ◽  
Riesa Diana Utari
Keyword(s):  
Decision Making ◽  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Purchasing Decisions ◽  
Chi Square ◽  
Car Use ◽  
Confirmatory Factor ◽  
Decision Making Styles ◽  
Chi Square Test

<em>The main aim of this research was to identify Low MPV consumers’ decision making style in Padang by using Consumer Styles Inventory (CSI).  According to the CSI, one can capture what decision-making styles low-MPV car use.   Furthermore,  this research also discusses the type of Low-MPV differences among consumers.  Confirmatory factor analysis (CFA) was used to confirm the decision-making styles and Chi-Square Test to distinguish the differences between Low MPV type.    The results shows that there are differences in purchasing decisions making style between Toyota Avanza, Suzuki Ertiga, Honda Mobilio and Daihatsu Xenia.  Toyota Avanza consumers identified as perfectionist style and Suzuki Ertiga consumers as price conscious style while making a decission to buy</em><em>The main aim of this research was to identify Low MPV consumers’ decision making style in Padang by using Consumer Styles Inventory (CSI).  According to the CSI, one can capture what decision-making styles low-MPV car use.   Furthermore,  this research also discusses the type of Low-MPV differences among consumers.  Confirmatory factor analysis (CFA) was used to confirm the decision-making styles and Chi-Square Test to distinguish the differences between Low MPV type.    The results shows that there are differences in purchasing decisions making style between Toyota Avanza, Suzuki Ertiga, Honda Mobilio and Daihatsu Xenia.  Toyota Avanza consumers identified as perfectionist style and Suzuki Ertiga consumers as price conscious style while making a decission to buy</em>

scholarly journals Assessment of water quality using chemometric methods - a case study of Rusałka Lake, NW-Poland

2020 ◽  
Vol 27 ◽  
pp. 80-89
Author(s):  
Tymoteusz I. Miller
Keyword(s):  
Water Quality ◽  
Cluster Analysis ◽  
Factor Analysis ◽  
Discriminant Analysis ◽  
Anthropogenic Activities ◽  
Chemometric Methods ◽  
Quality Indices ◽  
Water Quality Indices ◽  
Chl A

Chemometric methods, such as cluster analysis, factor analysis and discriminant analysis were applied to identify and assess the quality of lake water. Samples were collected from the Rusałka Lake, located in Szczecin City from September 2012 to September 2015 with frequency once a month. 25 water quality indices were evaluated in particular: Chl a, Eh, temperature, pH, COD-Mn, COD-Cr, BOD5, DO, NO3-, NO2-, NH4+, TN, SRP, TP, Ca2+, Mg2+, Cl-, SO42- ,HCO3-, Fetot, Mntot, Pb, Zn, Cd, Cu. Cluster analysis was performed to determine the similarity in terms of variation of the examined water quality indices and to determine seasonal variation between inflow and outflow areas of the lake. Factor analysis revealed that water quality is shaped by high anthropogenic activities. Discriminant analysis was used for the final assessment of which of the studied variables discriminate between the inflow and outflow zones and seasons. The chemometric approach and results provided useful information on the type of parameters affecting the quality of water in the analyzed lake. The data and information obtained can lead to better understanding of changes which are present in small flow lakes under high anthropopressure.

Sign in / Sign up

Export Citation Format

Share Document