scholarly journals CONSUMER ATTITUDES IN MARKET SEGMENTATION

2012 ◽  
Vol 3 (1) ◽  
Author(s):  
Dragutin Gutić ◽  
Tomislav Petrić
Keyword(s):  
Market Segmentation ◽  
Consumer Behaviour ◽  
Consumer Attitudes ◽  
Behavioral Approach ◽  
Market Segments ◽  
Segmentation Models

It is known, as well as accepted in marketing, that consumer attitudes are a variable which is used in behavioral approach to market segmentation. Former experience and published literature is almost completely based on the direction of attitudes and market segments are defined and differentiated among positive and negative consumer attitudes.Attitudes, as complex and very comlicated mental categories, always give much more possibilities than its direction. They can successfully be applied in market segmentation. In this work the authors tried to analyze and point to more metrical aspects of market segmentation on the basis of attitudes through direction, stability, intensity and change of attitude direction and intensity. Since attitudes are almost always and very often an important factor in consumer behaviour function, the authors tried to present market segmentation models also on the basis of relationship between attitudes and behaviour.

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.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

Aggregation Criteria in Normative Market Segmentation Theory

1978 ◽  
Vol 15 (3) ◽  
pp. 346-355 ◽  
Author(s):  
John O. Tollefson ◽  
V. Parker Lessig
Keyword(s):  
Response Function ◽  
Market Segmentation ◽  
Market Segments ◽  
Marketing Literature ◽  
Theoretical Analyses

The aggregation of consumers into market segments on the basis of similarity of elasticities, marginal responses, or response function coefficients has been presented in the marketing literature as the normative ideal. Explicit theoretical analyses which do not support the use of these criteria and research which reinforces the conclusions of the theoretical analyses are presented. In addition, superior aggregation criteria are identified.

An Approach to Normative Segmentation

1978 ◽  
Vol 15 (3) ◽  
pp. 338-345 ◽  
Author(s):  
Vijay Mahajan ◽  
Arun K. Jain
Keyword(s):  
Conceptual Framework ◽  
Market Segmentation ◽  
Resource Constraints ◽  
Allocation Of Resources ◽  
Market Segments ◽  
Use Of Resources

In current approaches to normative market segmentation, development of segments and allocation of resources to these segments are considered as two independent steps. The result may be infeasible or suboptimal segmentation schemes which contribute to inefficient use of resources. The authors propose a conceptual framework wherein the market segments are developed within the managerial, institutional, and resource constraints. Mathematical formulations and illustrative examples are provided.

scholarly journals A STRATEGIC COOPERATIVE GAME-THEORETIC MODEL FOR MARKET SEGMENTATION WITH APPLICATION TO BANKING IN EMERGING ECONOMIES

2012 ◽  
Vol 18 (3) ◽  
pp. 389-423 ◽  
Author(s):  
Faramak Zandi ◽  
Madjid Tavana ◽  
Aidan O’Connor
Keyword(s):  
Game Theory ◽  
Market Segmentation ◽  
Real Option ◽  
Theoretic Model ◽  
Multi Objective Optimization ◽  
Market Segments ◽  
Real Option Analysis ◽  
Multi Objective ◽  
Person Game ◽  
Systematic Framework

Market segmentation is essential to target efficaciously core-segment customers and to obtain a competitive advantage. Firms when confronted by the range of market segments, have difficulty in deciding the core-segment customers who are the most probable purchasers of their product and services. We propose a novel fuzzy group multi-criteria method for market entry and segment evaluation and selection. This proposed method provides a comprehensive and systematic framework that combines bi-level multi-objective optimization with real option analysis (ROA) and fuzzy cooperative n-person game theory. The contribution of the proposed segment evaluation and selection method is fivefold: (1) it addresses the gaps in the marketing literature on the efficacious and effective assessment of market segments; (2) it provides a comprehensive and systematic framework that combines bi-level multi-objective optimization with ROA and fuzzy cooperative n-person game theory; (3) it considers fuzzy logic and fuzzy sets to represent ambiguous, uncertain or imprecise information; (4) it does not insist on consensus but synthesizes a representative outcome based on qualitative judgments and quantitative data; and (5) it is applicable to national and international market segmentation. The practical application of this proposed framework illustrates the efficacy of the procedures and algorithms.

Sign in / Sign up

Export Citation Format

Share Document