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Classical consumer lifestyle segmentation methods

  • In a globalized world the importance of a proper segmentation method for identifying target consumers has been increasing. Vast majority of the research in this area focuses on the usage or development of different techniques. Lifestyle is a good criterion for dividing people into groups which then can be better targeted. This article addresses the research question, which classical methods exist to segment markets with the aid of lifestyle. The purpose of this paper is to illustrate several instruments, such as A.I.O., Roper Consumer Styles, VALS-Method, the Sinus-Milieus, Sigma-Milieus, RISC-Method and Semiometrie but also Discriminant and Conjoint Analysis which proved of value in the past. Furthermore it deals with the benefits of this methods but weaknesses are also considered. Therefore several existing literature is examined, and information is collected by institutes providing the typologies. Obvious is, that new methods e.g. predictive analytics already play a major role in marketing, because it can be found much literature about it. In the literature research also appear research implications, because besides the provided information from institutes and journals, there is hardly no data to find if and how companies use the instruments. Furthermore, some important databases cannot be scanned because they are not accessible without paying.

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Author of HS ReutlingenTöpfer, Myriam; Bug, Peter
Publisher:Hochschule Reutlingen
Place of publication:Reutlingen
Document Type:Book
Publication year:2015
Page Number:54
First Page:1
Last Page:54
DDC classes:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open access?:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung