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Actual consumer lifestyle segmentations - a European perspective

  • The following paper is dealing with the issue on which actual consumer lifestyle segmentation methods there are for particular European countries and accordingly for Europe as a whole. This is important for corporations to be able to place their products accurately by a consumer orientated marketing concerning the constant change of values and minds. Researching current literature, internet sources and documents, the state of the science is presented by a detailed description of the most popular lifestyle segmentation methods used in European countries. In addition to that, these instruments are discussed individually and then compared to each other. All instruments, the Sinus-Milieus, Euro-Socio-Styles, Roper-Consumer-Styles, RISC and Mosaic, are serving the same purpose even so they differ pretty much from each other. Each market research company has its own method to generate their model just as different segments and definitions for them. Furthermore every segmentation method is illustrated in a different way. This paper demonstrates all these instruments in detail and shows its advantages and disadvantages. Summing up literature research concerning the main research question, there are several models segmenting consumers in different lifestyle groups for e.g. in Germany, France or Great Britain, but still less models referring to the entire European market.

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Author of HS Reutlingenda Silva Wagner, Tanita; Bug, Peter
Publisher:Hochschule Reutlingen
Place of publication:Reutlingen
Document Type:Book
Publication year:2015
Page Number:44
First Page:1
Last Page:44
DDC classes:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open access?:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung