scholarly journals SIX MARKETING TYPOLOGIES IN SEARCH OF A CUSTOMER (WITH APOLOGIES TO LUIGI PIRANDELLO)

2020 ◽  
pp. 77-94
Author(s):  
Arthur Asa-Berger
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
National Sample ◽  
Luigi Pirandello ◽  
Buyer Behavior ◽  
Methodological Issues ◽  
Segmentation Methods ◽  
Population Sizes ◽  
Consumer Lifestyles ◽  
Measure Equivalence

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This chapter discusses two of the most popular marketing typologies, The Values, Attitudes and Lifestyles (VALS) 1 and 2 typology and the Claritas typology. The methodological issues include measure equivalence and sample equivalence of the segmentation (Lim, Yoo, & Park, 2018; Maciejewski, Mokrysz, & Wróblewski, 2019) basis, segmentation methods employed, and whether national sample sizes should be proportional to population sizes (Steenkamp & Ter Hofstede, 2002). It argues that these typologies have certain deficiencies and suggests a different typology, the Grid-Group typology which suggests there are four lifestyles (consumer cultures) that are all in opposition to one another, but which shape consumer preferences for members of each culture.

The Challenge of International Market Segmentation in Emerging Markets

2016 ◽  
pp. 2274-2293
Author(s):  
Ramazan Nacar ◽  
Nimet Uray
Keyword(s):  
Emerging Markets ◽  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Future Research ◽  
Methodological Issues ◽  
Research Directions ◽  
Paradoxical Effects ◽  
Key Issues ◽  
Future Research Directions

Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.

Promoting brand benefits: the role of consumer psychographics and lifestyle

2004 ◽  
Vol 21 (2) ◽  
pp. 97-108 ◽  
Author(s):  
Ulrich R. Orth ◽  
Mina McDaniel ◽  
Tom Shellhammer ◽  
Kannapon Lopetcharat
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
Communication Strategies ◽  
Brand Positioning ◽  
Value For Money ◽  
Five Dimensions ◽  
Craft Beer ◽  
Functional Value ◽  
Behavioral Variables

Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

Market Segmentation and Parameter Inequalities in a Buyer Behavior Model

1975 ◽  
Vol 48 (4) ◽  
pp. 526 ◽  
Author(s):  
David Weinstein ◽  
John U. Farley
Keyword(s):  
Market Segmentation ◽  
Behavior Model ◽  
Buyer Behavior

scholarly journals Consumer Preferences for Local and Sustainable Plant Production Characteristics

HortScience ◽  
2013 ◽  
Vol 48 (2) ◽  
pp. 200-208 ◽  
Author(s):  
Bridget K. Behe ◽  
Benjamin L. Campbell ◽  
Charles R. Hall ◽  
Hayk Khachatryan ◽  
Jennifer H. Dennis ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Consumer Preferences ◽  
Plant Production ◽  
Marketing Communications ◽  
Consumer Survey ◽  
Market Segments ◽  
Environmental Attributes ◽  
Marketing Resources ◽  
Locally Grown ◽  
Production Characteristics

Some consumers are becoming more interested in and purchasing products that are locally grown and/or ecologically friendly. Market segmentation and product targeting are efficient methods to allocate a firm’s scarce marketing resources to supply heterogeneous markets. This study’s objective was to identify consumer segments, focusing on their gardening purchases, to determine whether there were differences in consumer preferences for provenance and environmental attributes for transplant purchases. Using a consumer survey of U.S. and Canadian consumers, we found that participants who purchased different plant types had distinct preferences for varying environmental attributes and provenances. We profiled nine consumer segments, identifying their plant purchases and preferences for local and sustainably grown products and plant containers. Results provide plant producers and retailers with market segments that can be identified and targeted and provide a basis for customizable marketing communications to enhance profits.

External validity of market segmentation methods

2011 ◽  
Vol 45 (1/2) ◽  
pp. 153-169 ◽  
Author(s):  
Taehyun Kim ◽  
Hoon‐Young Lee
Keyword(s):  
Market Segmentation ◽  
External Validity ◽  
Segmentation Methods

scholarly journals Heterogeneous Consumer Preferences for Native and Invasive Plants: Evidence from Experimental Auctions

HortScience ◽  
2012 ◽  
Vol 47 (8) ◽  
pp. 1091-1095 ◽  
Author(s):  
Chengyan Yue ◽  
Terry Hurley ◽  
Neil O. Anderson
Keyword(s):  
Invasive Plants ◽  
Market Segmentation ◽  
Native Plants ◽  
Consumer Preferences ◽  
Consumer Attitudes ◽  
Supply Side ◽  
Native Plant ◽  
Experimental Auction ◽  
Experimental Auctions ◽  
Market Segments

All stakeholders along the supply chain affect the dispersal of native and invasive horticultural plants. This is especially true for the consumers who determine how the plants are ultimately used. Therefore, consumer attitudes toward native and invasive plants cannot be ignored. This study used an experimental auction to explore market segmentation among consumers in terms of their preference and willingness to pay for labeled native and invasive attributes. We identified three market segments, namely, “nativists” (16%), “invasive averse” (34%), and “typical” (50%) consumers. The three segments of consumers differed in their demographics and attitudes toward native and invasive attributes. From a government policy perspective, labeling invasive or native plants could potentially change the behavior of some consumers, but half of the market is unlikely to be substantially swayed by invasive/native labeling. Therefore, supply-side intervention policies such as sales restrictions may be more effective at promoting native plant purchases and restricting the purchase and spread of invasive plants.

Typologies of Urban Cyclists: Review of Market Segmentation Methods for Planning Practice

2017 ◽  
Vol 2662 (1) ◽  
pp. 125-133 ◽  
Author(s):  
Rosa Félix ◽  
Filipe Moura ◽  
Kelly J. Clifton
Keyword(s):  
Multivariate Analysis ◽  
Market Segmentation ◽  
Infrastructure Development ◽  
Urban Mobility ◽  
Rule Based ◽  
Analysis Techniques ◽  
Trip Purpose ◽  
Segmentation Methods ◽  
Urban Cycling ◽  
Different Types

Following global guidelines, several cities are investing in urban cycling. Cities are in different stages of cycling development and have adopted different approaches and packages of policies that are likely to be most effective at each stage. Urban cycling plans include investment in infrastructure, promotion, and education supporting the adoption of active modes for urban mobility. Some investments aim to meet current cyclists’ needs and others those of potential bicycle adopters. With respect to urban cyclists, several studies propose typologies, usually related to frequency, trip purpose, or motivation. This paper compares a set of cyclist typologies and the corresponding categorization methods and reviews 20 studies that considered different cyclists’ profiles. Most studies relied on expert judgment approaches or rule-based decisions; five considered multivariate analysis techniques for clustering groups, on the basis of data from surveys. Despite the variety of group categorizations, commonalities were found in most cases and divided cyclists into three main types: current cyclists (typically more proficient riders), potential cyclists (willing but not convinced), and noncyclists (unaware of or unwilling to shift to cycling). Dividing the population of potential cyclists into different typologies can better inform the different stages of planning for cycling infrastructure development by targeting more accurately the needs and requirements of different types of users. This is a key element in the management of a cycling network and cycling infrastructure, which are intended to be built on the basis of effective solutions and decisions to achieve desirable bicycle modal shares of regular trips.

How Small Business can Use Consumer Shopping Types as a Planning Tool

1981 ◽  
Vol 6 (1) ◽  
pp. 36-47 ◽  
Author(s):  
David J. Lill ◽  
Robin T. Peterson ◽  
Larry C. Wall
Keyword(s):  
Small Business ◽  
Empirical Evidence ◽  
Market Segmentation ◽  
Buyer Behavior ◽  
Planning Tool ◽  
Business Managers ◽  
Orientation Model ◽  
Retail Strategy ◽  
Shopping Orientation ◽  
Potential Tool

The empirical evidence presented in this article suggests practical ways of designing retail strategies based on consumer shopping orientations. It appears that such an orientation model is as applicable to small business managers as it is to their larger business counterparts. Certainly, localized market segmentation by shopping orientation is a potential tool for both large and “small” business firms. The article discusses several orientations, their relationship to buyer behavior and concludes with retail strategy applications.

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