Be Understand the Lifestyle Before Making the Marketing Strategies (Survey of People Who are Prefer on Local Brand (original) (raw)
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2015
Consumer lifestyle analysis has become popular tool in the case of marketing decision making. The present study attempts to segment rural consumers of Central region of Gujarat on the basis of their perceived lifestyles. Ainstrumentinvolving Activities, Interests, Opinions, Values and Attitudes has been used for the purpose of study. Initially, an effort is made to unearth the perceptions of rural consumers in both the regions, and then the same were factor analyzed so as to form homogenous groups of such consumers which would help marketers to ensure success in market targeting. This study providesgenerous insights to marketing managers in Gujarat with valuable visions for marketing segmentation, value creation, product positioning/re-positioning, and promotional decisions. With change in lifestyle paradigms of rural consumers, it has become significantly important for a marketer to know rural consumer behavior and the dynamics of it. Lifestyle orientation being one of the most rel...
MARKET SEGMENTATION IN THE REPUBLIC OF CROATIA ACCORDING TO FOOD-RELATED LIFESTYLE
The main objective of this paper is to investigate the specifi cities of foodrelated lifestyle segmentation in Croatia. Specifi cally our purposes are: 1. To see what segments can be distinguished on the basis of food-related lifestyles; 2.To compare the attributes of the distinguished segments; and 3.To identify the specifi c socio-demographic features of the subtracted segments. A survey was conducted in 2006 on a sample of 902 consumers. Households were selected using random zone sampling in the fi ve largest cities in Croatia. In this study, use was made of the cross-culturally validated instrument developed by Brunsø and Grunert (FRL; with 69 questions on ways of shopping, cooking methods, quality aspects, consumption situations, and purchasing motives. Segmentation was done by using cluster analysis (joining-tree clustering procedure).
Analysis of Indian Consumers� Behaviour using Lifestyle Segmentation
Journal of Business Thought
Demographic profiling has been an important basis of segmenting consumers. But the demographic variables provide a compartmentalised view of consumer behaviour. Purchase and consumption behaviour are in fact the result of influence of many variables operating simultaneously in the background. In order, to provide a holistic view of the 'why and how' of consumers purchase decision, lifestyle analysis has been considered a superior basis of customer profiling in recent research. Lifestyle study focuses on activities, interests and opinions of consumers and their role in formulating consumers' purchase decision. Past researches in India do provide an insight into the segmentation of Indian consumers on demographic and geographic basis. However, not much has been emphasised on the use of lifestyle for segmenting Indian consumers. The present research, therefore, tries to fill this void by providing the lifestyle profiling of the Indian consumers using factor analysis and cluster analysis. This study can help the marketers in segmenting their prospective and present customers using the suggested lifestyle dimensions.
Market segmentation by using consumer lifestyle dimensions and ethnocentrism An empirical study
Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocenUism. Data for the study were collected through personal intervieivs in ktanbuL Survey findings indicate tliat there are several lifestyle dimensions apparent among the Turkish cottsumers which liad an influence on their ethnocentric tendencies. Nonethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found Consumers in ttie Liberals/ trend setters customer market segment showed similar behavioral tendencies and purchasing pattents to consumers in western countries. Thejindings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future.
European Journal of Communication, 2002
Nowhere in the field of mass communication research has the concept of 'lifestyle' been so prominently and fruitfully used as in the field of marketing communication, where it has been shown that lifestyles influence both consumption patterns and the processing of different forms of marketing communication. Therefore, the lifestyle concept has become the core of a special kind of segmentation research called 'psychographics'. This psychographic or lifestyle research usually takes as its point of departure extensive and ad hoc AIO (activities, interests and opinions) surveys, which then lead to often very colourful and useful lifestyle typologies using the technique of cluster analysis. In this article, new approaches to constructing lifestyle typologies are developed using the more general and stable concepts of values, aesthetic styles and life visions. Their applicability, both in isolation and in combination, to form meaningful lifestyle typologies is compared to traditional demographic segmentation criteria such as gender, age, social class and stage of life. This is done in four different markets: goods (cars), services (tourism), not-forprofit (political parties) and media (television programmes, films and magazines). In each of these markets, we compare the different segmentation systems in terms of most wanted product attributes or benefits as found in a survey using a quota sample of the Flemish adult population. It is found that values, aesthetic styles and life visions-either alone or in combination-can lead to very balanced and meaningful
Consumer Culture Theory and Lifestyle Segmentation
2017
This manuscript compares traditional (AKA quantitative), and Consumer Culture Theory (AKA qualitative), approaches to lifestyle segmentation. We find five key differences: (1) While traditional segmentation aims for brevity, CCT adds more detail; (2) Traditional approaches focus on common brand meanings, whereas CCT examines how meanings differ for different consumers; (3) Traditional favors quantitative methods, while CCT favors qualitative research; (4) While traditional group labels tend to remain obscure, like PRISM’s “belongers”, CCT favors familiar lifestyle groups; (5) Traditional lifestyle segmentation favors the descriptive, whereas CCT emphasizes theory development. Managerial implications are discussed.
2011
The aim of this research is to determine the position of psychographic variables on target market. The importance of psychographic variables is clear for the researchers of marketing. These are used to distinguish better understanding of consumers especially in order to segment of target market. The marketers utilize the precise information which acquire from subgroups of psychographic segmentation to develop their commercial direction. Other hand, this paper is pursuing to describe some precise subjects from psychographic angle through the antecedents. Undoubtedly, employing the powerful tools from marketing strategies like psychographic segmentation can be useful both research and business for forecasting new products and markets.
Segmenting customer brand preference: demographic or psychographic
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