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

Cómo citar

SIX MARKETING TYPOLOGIES IN SEARCH OF A CUSTOMER (WITH APOLOGIES TO LUIGI PIRANDELLO). (2020). Catálogo Editorial Politecnico Grancolombiano, 1(253), 77-94. https://doi.org/10.15765/poli.v1i253.1535

Resumen

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.

PDF

Referencias

Abedniya, A., & Zaeim, M. (2011). The impact of country of origin and ethnocentrism as major dimensions in consumer purchasing behavior in fashion industry. European Journal of Economics, Finance and Administrative Sciences, (33), 222–232. Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-79959705358&partnerID=40&md5=65d410c2f6dca85fc7aed3229438e6e0

Akgün, S., & Yalım, F. (2015). The reasons of young consumers’ choice on chain café stores: A research on Starbucks. International Review of Management and Marketing, 5(3), 129–134. Retrieved from: http://www.scopus.com/inward/record.url?eid=2-s2.0-84941790920&partnerID=40&md5=1d1869f526716d6f2da8980251cd0dc1

Barber, N., & Taylor, C. (2011). Equity benefits of smaller wine regions and lifestyle segmentation. Journal of Brand Management, 19(2), 158–175. https://doi.org/10.1057/bm.2011.18

Berger, A. (2000). Fads and Consumer Culture: Advertising’s Impact on American Character and Society (Fifth Edit). Rowman 6 Littlefield Publishers, Inc.

Berger, A. (2011). Ads, Fads, and Consumer Culture. Advertising’s Impact on American Character and Society, p. 258. Retrieved from: http://books.google.com/books?id=5B8yXtjEsbkC&printsec=frontcover&dq=intitle:Ads+Fads+and+Consumer+Culture&hl=&cd=1&source=gbs_api%5Cnpapers3://publication/uuid/D6565543-930B-4D13-BB83-AD8D404C6BED

Berger, A. (2016). A Discourse on Discourse Studies. Society, 53(6), 597–602. https://doi.org/10.1007/s12115-016-0071-z

Bruwer, J., & Li, E. (2017). Domain-specific market segmentation using a latent class mixture modelling approach and wine-related lifestyle (WRL) algorithm. European Journal of Marketing, 51(9–10), 1552–1576. https://doi.org/10.1108/EJM-10-2016-0593

Bruwer, J., Li, E., & Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach. Journal of Wine Research, 13(3), 217–242. https://doi.org/10.1080/0957126022000046510

Bruwer, J., Roediger, B., & Herbst, F. (2017). Domain-specific market segmentation: a wine-related lifestyle (WRL) approach. Asia Pacific Journal of Marketing and Logistics, 29(1), 4–26. https://doi.org/10.1108/APJML-10-2015-0161

Buitrago-Vera, J., Escribá-Pérez, C., Baviera-Puig, A., & Montero-Vicente, L. (2016). Consumer segmentation based on food-related lifestyles and analysis of rabbit meat consumption. World Rabbit Science, 24(3), 169–182. https://doi.org/10.4995/wrs.2016.4229

Chang, E. (2011). Consumer market segmentation in China. In Handbook of Contemporary Marketing in China: Theories and Practices (pp. 185–208). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84896169791&partnerID=40&md5=f6ff991a5a6249797deae6dd5db631f5

Chang, E. (2013). Consumer market segmentation in China. In Handbook of Contemporary Marketing in China: Theories and Practices (pp. 185–208). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84896234070&partnerID=40&md5=ea5826ccacca456128799f8c53b6b991

Choi, H.-R., & Hong, W.-S. (2017). Market segmentation analysis of natural carbonated drinks according to health improving lifestyle. Journal of the Korean Society of Food Science and Nutrition, 46(12), 1539–1549. https://doi.org/10.3746/jkfn.2017.46.12.1539

Darroch, J. (2014). Why marketing to women doesn’t work: Using market segmentation to understand consumer needs. In Why Marketing to Women Doesn’t Work: Using Market Segmentation to Understand Consumer Needs. https://doi.org/10.1057/9781137358172

de Saussere. (1993). Saussure’s Third Course of Lectures on General Linghuistics (1910-1911) (E. K. & R. Harris, Ed.). Oxford: Pergamon Press.

Dees, J. G. J. E. (1998). Review: The Challenges of Combining Social and Commercial Enterprise Reviewed Work (s): University-Business Partnerships: An Assessment by Norman E . Bowie Review by: J . Gregory Dees and Jaan Elias Published by: Cambridge University Press Stable UR. Business Ethics Quarterly, 8(1), 165–178.

Díaz, A., Gómez, M., Molina, A., & Santos, J. (2018). A segmentation study of cinema consumers based on values and lifestyle. Journal of Retailing and Consumer Services, 41, 79–89. https://doi.org/10.1016/j.jretconser.2017.12.001

Douglas, M. (1997). In Defense of Shopping. In The Shopping Experience (Falk & and C. Campbell, Eds.). London: Sage.

Harvey, L., Stensaker, B., Harvey, L. E. E., & Stensaker, B. (2019). Quality Culture : Understandings , Boundaries and Linkages Quality Culture : understandings , boundaries and linkages. 43(4), 427–442.

Hoffmann, S., Fischer, S., Schwarz, U., & Mai, R. (2013). State of the art of cross-cultural consumer research. An analysis of the literature from 2005 to 2010 . Journal fur Betriebswirtschaft, 63(1), 45–86. https://doi.org/10.1007/s11301-012-0090-9

Hrubá, R. (2018). Lifestyle segmentation of Czech food shoppers: How sustainability and corporate social responsibility correspond to consumers' lifestyles. In S. K.S. (Ed.), 32nd International Business Information Management Association Conference, IBIMA 2018 (pp. 6364–6374). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85063034975&partnerID=40&md5=f78c36f83ae12656eeb1c24254323162

Iversen, N., Hem, L., & Mehmetoglu, M. (2016). Lifestyle segmentation of tourists seeking nature-based experiences: The role of cultural values and travel motives. Journal of Travel and Tourism Marketing, 33, S38–S66. https://doi.org/10.1080/10548408.2014.998359

Jayasankaraprasad, C., & Kathyayani, G. (2014). Cross-format shopping motives and shopper typologies for grocery shopping: a multivariate approach. International Review of Retail, Distribution and Consumer Research, 24(1), 79–115. https://doi.org/10.1080/09593969.2013.801358

Jordan, P. (2006). Lifestyles and values of older users - A segmentation. Annual Conference of the Ergonomics Society on Contemporary Ergonomics 2006, 414–418. Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84857701052&partnerID=40&md5=e0d60b5af9de92a886361a6b3d9e4d13

Kahle, L., Beatty, S., Homer, P., Beatty, S., & Homer, P. (2019). Research in Brief. 13(3), 405–409.

Kesić, T., & Piri-Rajh, S. (2003). Market segmentation on the basis of food-related lifestyles of Croatian families. British Food Journal, 105(3), 162–174. https://doi.org/10.1108/00070700310477112

Kesić, T., Rajh, S., & Kesić, H. (2008). Market segmentation in the republic of Croatia according to food-related lifestyle. Ekonomski Pregled, 59(9–10), 503–522. Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-55849142982&partnerID=40&md5=38702555a993e695e7e3ad0a540cb6d8

Khare, A. (2014). Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour. Marketing Intelligence and Planning, 32(1), 2–20. https://doi.org/10.1108/MIP-04-2013-0062

Kucukemiroglu, O., Harcar, T., & Spillan, J. (2006). Market segmentation by exploring buyer lifestyle dimensions and ethnocentrism among Vietnamese consumers: An empirical study. Journal of Asia-Pacific Business, 7(4), 55–76. https://doi.org/10.1300/J098v07n04_04

Kucukusta, D., & Denizci, B. (2016). Lifestyle Segmentation of Spa Users: A Study of Inbound Travelers to Hong Kong. Asia Pacific Journal of Tourism Research, 21(3), 239–258. https://doi.org/10.1080/10941665.2015.1025087

Kumar, R., & Sarkar, A. (2008). Psychographic segmentation of Indian urban consumers. Journal of the Asia Pacific Economy, 13(2), 204–226. https://doi.org/10.1080/13547860801923590

Kwac, J., Flora, J., & Rajagopal, R. (2018). Lifestyle Segmentation Based on Energy Consumption Data. IEEE Transactions on Smart Grid, 9(4), 2409–2418. https://doi.org/10.1109/TSG.2016.2611600

Lamont, M., Lareau, A., Theory, S., & Autumn, N. (1988). Cultural Capital: Allusions, Gaps and Glissandos in Recent Theoretical Developments. Sociological Theory, 6(2), 153–169. https://doi.org/10.2307/202113

Levinson, A., & Barron, B. (2018). Latino immigrant families learning with digital media across settings and generations. Digital Education Review, (33), 150–169. Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85049333674&partnerID=40&md5=357012cc631192bbb0117d6a46a4ead8

Li, M., Zhang, H., Xiao, H., & Chen, Y. (2015). A grid-group analysis of tourism motivation. International Journal of Tourism Research, 17(1), 35–44. https://doi.org/10.1002/jtr.1963

Lim, H., Yoo, E.-H., & Park, M. (2018). Warehouse rental market segmentation using spatial profile regression. Journal of Transport Geography, 73, 64–74. https://doi.org/10.1016/j.jtrangeo.2018.10.007

Maciejewski, G., Mokrysz, S., & Wróblewski, Ł. (2019). Segmentation of coffee consumers using sustainable values: Cluster analysis on the Polish coffee market. Sustainability (Switzerland), 11(3). https://doi.org/10.3390/su11030613

Mccracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Meaning: The culturally. 13(June).

Mitchell, A. (1983). The nine American lifestyles. U.S.A.: Warner Books.

Novak, T. P. (2015). On comparing alternative segmentation schemes : The List of Values ( LOV ) and Values and Life Styles ( VALS ). (August). https://doi.org/10.1086/208541

Ozanne, M., & Brucoli, M. (2015). Holistic masterplanning for resilient mini-grids: A case study methodology analysis applied to rural communities in Palestine. 2nd IEEE Canada International Humanitarian Technology Conference, IHTC 2015. https://doi.org/10.1109/IHTC.2015.7238063

Pandey, S., Chawla, D., & Venkatesh, U. (2015). Online Shopper Segmentation Based on Lifestyles: An Exploratory Study in India. Journal of Internet Commerce, 14(1), 21–41. https://doi.org/10.1080/15332861.2015.1006516

Rhyne, W. (2011). The China wine market: A case for segmentation, promotion, distribution, pricing, and mode of entry decisions. In Handbook of Contemporary Marketing in China: Theories and Practices (pp. 263–271). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84896150206&partnerID=40&md5=6b5990bb68dd9143b013133b5f65e835

Rhyne, W. (2013). The China wine market: A case for segmentation, promotion distribution, pricing, and mode of entry decisions. In Handbook of Contemporary Marketing in China: Theories and Practices (pp. 263–272). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84896205235&partnerID=40&md5=ddbf0b3671c0e10adb48cd3596102f3a

Ripoll, G., Alberti, P., & Panea, B. (2015). Consumer segmentation based on food-related lifestyles and perception of chicken breast. International Journal of Poultry Science, 14(5), 262–275. https://doi.org/10.3923/ijps.2015.262.275

Sarma, S. (2017). Cultural nuances in changing consumer behavior: Lessons for cultural positioning. In Global Observations of the Influence of Culture on Consumer Buying Behavior (pp. 279–293). https://doi.org/10.4018/978-1-5225-2727-5.ch016

Shavitt, S., Jiang, D., & Cho, H. (2016). Stratification and segmentation: Social class in consumer behavior. Journal of Consumer Psychology, 26(4), 583–593. https://doi.org/10.1016/j.jcps.2016.08.005

Simpson, K., Bretherton, P., & Vere, G. (2005). Lifestyle market segmentation, small business entrepreneurs, and the New Zealand wine tourism industry. Journal of Quality Assurance in Hospitality and Tourism, 5(2–4), 157–188. https://doi.org/10.1300/J162v05n02_09

Simpson, K., Bretherton, P., & Vere, G. (2012). Lifestyle market segmentation, small business entrepreneurs, and the New Zealand wine tourism industry. In Hospitality, Tourism, and Lifestyle Concepts: Implications for Quality Management and Customer Satisfaction (pp. 157–188). https://doi.org/10.1300/J162v05n02_09

Spillan, J., Kucukemiroglu, O., & de Mayolo, C. (2007). Profiling Peruvian consumers’ lifestyles, market segmentation, and ethnocentrism. Latin American Business Review, 8(4), 38–59. https://doi.org/10.1080/10978520802114573

Srihadi, T., Hartoyo, Sukandar, D., & Soehadi, A. (2016). Segmentation of the tourism market for Jakarta: Classification of foreign visitors’ lifestyle typologies. Tourism Management Perspectives, 19, 32–39. https://doi.org/10.1016/j.tmp.2016.03.005

Steenkamp, J.-B., & Hofstede, F. (2002). International market segmentation: Issues and perspective. International Journal of Research in Marketing, 19(3), 185–213. https://doi.org/10.1016/S0167-8116(02)00076-9

Swenson, E., Bastian, N., & Nembhard, H. (2018). Healthcare market segmentation and data mining: A systematic review. Health Marketing Quarterly, 35(3), 186–208. https://doi.org/10.1080/07359683.2018.1514734

Tan, B., Chai, L., & Min, P. (2017). Attitude towards eating “green”: Do consumer consciousness, healthy lifestyle, and value orientation matter? In A. K.Ab. (Ed.), 5th International Conference on Innovation and Entrepreneurship, ICIE 2017 (pp. 153–160). Retrieved from: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85054251418&partnerID=40&md5=d92027ad867b55eea111ae13a8e72363

Thompson, M., Ellis, R. & Wildavsky, A. (1990). Cultural Theory. In Boulder & W. Press (Eds.), Cultural Theory. San Francisco.

Van Huy, L., Chi, M., Lobo, A., Nguyen, N., & Long, P. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability (Switzerland), 11(5). https://doi.org/10.3390/su11051237

Verhoeven, J., Pieterse, M., & Pruyn, A. (2006). Effects of interior color on healthcare consumers: A 360 degree photo simulation experiment. Advances in Consumer Research, 33, 292–293.

Verma, S. (2017). Niche level segmentation of green consumers: A key for psychographic or demographic predicament. South Asian Journal of Business Studies, 6(3), 274–290. https://doi.org/10.1108/SAJBS-05-2016-0040

Vyncke, P. (2002). Lifestyle segmentation: From attitudes, interests and opinions, to values, aesthetic styles, life visions and media preferences. European Journal of Communication, 17(4), 445–463. https://doi.org/10.1177/02673231020170040301

Wei, Y., McIntyre, F., & Taplade, S. (2013). A cross-cultural study of relationship proneness and its implications for relationship marketing. In Managing Customer Trust, Satisfaction, and Loyalty through Information Communication Technologies (pp. 235–257). https://doi.org/10.4018/978-1-4666-3631-6.ch014

Wicker, P., Hallmann, K., Prinz, J., & Weimar, D. (2012). Who takes part in triathlon? An application of lifestyle segmentation to triathlon participants. International Journal of Sport Management and Marketing, 12(1–2), 1–24. https://doi.org/10.1504/IJSMM.2012.051246

Zwolinsky, S., McKenna, J., Pringle, A., Widdop, P., Griffiths, C., Mellis, M., … Collins, P. (2016). Physical activity and sedentary behavior clustering: Segmentation to optimize active lifestyles. Journal of Physical Activity and Health, 13(9), 921–928. https://doi.org/10.1123/jpah.2015-0307

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-SinDerivadas 4.0.

Derechos de autor 2020 Institución Universitaria Politécnico Grancolombiano