Journal of Segmentation in Marketing



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  • Other titles
    Journal of segmentation in marketing (Online), Segmentation in marketing, JSIM
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    Document, Periodical, Internet resource
  • Document type
    Internet Resource, Computer File, Journal / Magazine / Newspaper

Publications in this journal

  • Journal of Segmentation in Marketing 10/2008; 4(2):1-6.
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    ABSTRACT: This study uses logistic regression to assess whether the probability in using traditional markets and supermarkets in Taiwan is affected by gender, age, social class and urbanization level. Traditional markets and supermarkets are selected as surrogates for traditional and modern shopping behaviour. Results show that young people aged from 15 to 30 particularly avoid traditional markets, while this age group and consumers in their thirties and forties particularly prefer supermarkets. Consumers of higher social class are more likely to use supermarkets.
    Journal of Segmentation in Marketing 01/2001; 4(2):69-85.
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    ABSTRACT: Modern Chinese women are joining the workforce in larger numbers than ever before. With more disposable income and better exposure to western media, Chinese women have become the prime targets of the global marketers of consumer products such as cosmetics. However, the secret of success in this market lies in the deep understanding of modern Chinese women consumers and how their consumption behavior is being shaped by the changing cultural and lifestyle patterns. Although a few researchers have studied the behavior of Chinese consumers as a whole, nobody has systematically studied the characteristics of the Chinese women consumers.This study provides valuable information on the changing face of Chinese women. It provides a framework to show how the Chinese women consumers should be segmented for a typical consumer product, and how marketers should redesign their marketing strategies to sell their products to Chinese women.
    Journal of Segmentation in Marketing 01/2001; 4(2):47-67.
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    ABSTRACT: Based on a long-standing tradition of research in the academic marketing literature on Anglo-American consumer susceptibility to interpersonal influence (see e.g., Park & Lessig 1977) we now know what the mean levels of susceptibility are to informational and normative interpersonal-influence in this population. However, unfortunately, in this same literature we know practically nothing about the mean levels of these two types of influence in the African-, Asian-, and Hispanic-American populations in the U.S. This issue is investigated in this paper by assessing the mean levels of these types of influence in comparable samples of African-, Chinese-, Hispanic-, and Anglo-Americans in the U.S. using the measure of Bearden, Netemeyer and Teel (1989).When we compared these four samples on the level of their susceptibility to informational and normative interpersonal-influence, we found the following. Chinese-Americans were far more susceptible and Hispanic-Americans far less susceptible to normative interpersonal influence in comparison with African-, and Anglo-Americans. The latter two groups were roughly comparable on their mean levels of susceptibility to normative interpersonal influence, though there were a couple of indicators of this type of influence where these two groups differed substantially. For informational interpersonal-influence, Chinese-, African-, and Anglo-Americans were equally susceptible. However, Hispanic-Americans were much less susceptible to informational influence than any of these three groups.The rationale for and the ability that we now have (based on these findings), to segment and differentially target African-, Anglo-, Chinese-, and Hispanic-Americans in the U.S., based on their differing levels of susceptibility to both informational and normative interpersonal influence is discussed in this paper.
    Journal of Segmentation in Marketing 01/2001; 4(2):87-103.
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    ABSTRACT: The household life cycle model has proven in the U.S. to be a useful managerial tool for explaining variations in consumption patterns and in segmenting consumers. The objective of this study is to explore the application of the household life cycle concept to the urban Chinese consumer market. Using a representative sample of 330 households from an urban area of China, popular household models that were developed in the U.S. are tested for use in China. The U.S. models are found inadequate to classify Chinese households. A redefined household life cycle model is proposed that is more appropriate for grouping the Chinese households and is found to empirically differentiate patterns of consumption among the household categories. Future applications for the household life cycle concept in China are discussed.
    Journal of Segmentation in Marketing 01/2001; 4(2):25-46.
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    ABSTRACT: This paper conducts a cost-benefit analysis on a new business concept “Segment-Based Mass Customization.” By formulating a theoretical model based on an economics principle, the research provides a point of view to rethink the bridge between marketing and economic theories in today's turbulent market environment. It contributes powerfully to the understanding of how basic economic theories can be integrated with a new conceptual segmentation thought used in marketing and lays the groundwork for future empirical applications.
    Journal of Segmentation in Marketing 01/2001; 4(2):7-23.
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    ABSTRACT: What are the major segments in the fast-food market? What does each like and dislike? What are their lifestyles and demographics?This paper discusses two alternative segmentation approaches in addressing such questions among the Singapore fast-food market: a management-defined method (in which management predefines or anticipates the variables along which the market is to be segmented) and a market-defined method (in which market data, not management intuition, provides the structure for the definition of segments).Research on the Singapore fast-food market is introduced and fast-food patrons are segmented using a cluster analysis on measures of fast-food attribute importance. This clustering produces five segments, each characterised by fundamentally different objectives and behavior when choosing and consuming fast-food.
    Journal of Segmentation in Marketing 01/2000; 4(1):5-26.
  • Journal of Segmentation in Marketing 01/2000; 4(1):27-51.
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    ABSTRACT: For some time marketers have embraced the idea of market segmentation, i.e., defining homogeneous subsets of the total market. From these market segments one can then select the most profitable; these become the organization's target markets. The assumption is that different marketing mixes can better serve the needs of these homogeneous market segments. The technique most often used for creating data-based, homogeneous market segments is cluster analysis. One problem researchers have discovered with this technique is that the inclusion of irrelevant or noisy variables in a cluster analysis can obscure or distort “true” market structures. This problem has prompted the search for methods that identify noisy variables and either down weight or remove them.Recently, Donoghue (1995) has proposed two univariate screening measures that his research suggests results in more homogeneous, and thus more efficacious, market segments. Our research focuses on the behavior of Donoghue's measures with data from actual marketing research studies. We investigate whether or not the Donoghue procedure leads to a more efficacious market structure. Our results with actual data are less encouraging than those reported by Donoghue, who used simulated data.
    Journal of Segmentation in Marketing 01/2000; 4(1):107-125.
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    ABSTRACT: This exploratory study was designed to segment and profile the grandmother consumer who purchases gifts of clothing for her grandchild/children according to her approach to shopping, the importance of various components of clothing itself, her shopping preferences, how much money she spends, and demographics. Findings indicated that grandmothers enjoy shopping for their grandchildren. Generally, they prefer the discount store format, find money to be their biggest shopping constraint, value quality and price, and prefer to get ideas for items to purchase from their grandchild him/herself.
    Journal of Segmentation in Marketing 01/2000; 4(1):53-70.
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    ABSTRACT: Buyer-seller relationships are the most important assets to any firm. Most companies faced the difficulty, arising from product range diversity, of segmenting their customers. Guanxi(literally, relationship) is an alternative segmenting mean. In order to analyze the complex interactive behavior of guanxi, four outsider-insider “B” psychological segments are proposed. A case study explores the way to use guanxi to segment key customers and tests the proposed framework. The article introduces a new segmentation tool to analyze the dynamic dimensions of the relationship building process and also suggests practical recommendations for effective relationship building.
    Journal of Segmentation in Marketing 01/1999; 3(2):23-41.
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    ABSTRACT: The impact of “country of origin” on perceptions of product quality and consumer preferences has been studied extensively in the last thirty years. The vast majority of the published studies have indicated the existence of “country of origin” effects. However previous research has focused on aggregate impact. The current study, in contrast, employs conjoint analysis which permits the identification of market segments. Three clusters (segments) were identified, two of which could be characterized as benefit segments. These two benefit segments showed markedly different response patterns to auto brands identified with Japan and the U.S., respectively. The additional insight provided by a segmented approach is clearly illustrated.
    Journal of Segmentation in Marketing 01/1999; 3(1):37-53.
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    ABSTRACT: Relationship marketing has attracted increased attention from practitioners and researchers in recent times (Sheth and Parvatiyar 1995). The focus of investigations has shifted from customer acquisition to customer retention strategies that contribute to maintaining long term marketplace relationships (Berry 1995). Research that sheds more light on consumer characteristics especially as it relates to customer retention will add value, as it can be employed to build lasting marketing relationships with customers. Stone (1954) describes four types of consumers based on their attitudes to shopping. One of the shopper types identified as the personalizing shopper believes shopping to be an interpersonal activity and patronizes stores based on the closeness of the relationship she has with the store personnel or with the amount of personal service she can get at a particular store. This paper addresses the personalizing shopper, discusses the personalizingness construct, builds a scale to measure it, and develops and tests research hypotheses linking the construct to relationship marketing. The paper concludes with some implications and suggestions to incorporate this consumer trait in the marketing segmentation and planning process.
    Journal of Segmentation in Marketing 01/1999; 3(2):5-21.
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    ABSTRACT: Segmentation for retail financial and banking services is important for marketing practitioners, researchers and theorists. Two principal issues are the subject of this paper: firstly, the selection of criteria upon which market segments for retail banking will be built; and secondly, the evaluation and selection amongst market segments. The authors argue that segments should be evaluated and targeted using a portfolio-based approach which identifies segments according to their value to the financial institution both in the present and over the medium-term future. Such an approach recognises the varying value of relationships with different market segments and builds valuable relationships with chosen customer groups. The outstanding critical issue is the operationalisation of the concept of “relationship value” through the development of an algorithm to estimate the value of customer segments. Such an algorithm is likely to be based on a generic structure while being variable to suit the customer bases, history and financial expectations of the particular financial institution.
    Journal of Segmentation in Marketing 01/1998; 2(1):65-83.
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    ABSTRACT: This study empirically examines the pre-purchase behavior of financial opinion leaders. Respondent information for the study was obtained from National Family Opinion Research, Inc. panel members who had recently moved and faced decisions concerning a new financial services provider. A multivariate nominal analysis model was developed which significantly predicted interpersonal communication group categories with independent variables representing the stages of consumer decision-making. Results indicate that problem recognition, search, and choice stages are important areas of differences across the interpersonal categories. Findings also suggest the existence of different patterns in the overall decision process for opinion leaders versus nonopinion leaders. Strategic implications of the study for financial institutions are discussed.
    Journal of Segmentation in Marketing 01/1998; 2(2):61-81.
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    ABSTRACT: China's economy is rapidly growing and transforming, and its consumers are becoming increasingly willing and able to spend. In order for foreign, especially, and Chinese businesses alike to efficiently reach consumers they must acknowledge the great diversity which exists among the 1.2+ billion people of China, and explore how the population can be effectively segmented. This paper examines various bases for segmentation and discusses the product and promotional implications of marketing in the People's Republic of China (PRC).
    Journal of Segmentation in Marketing 01/1998; 2(2):99-116.
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    ABSTRACT: Unlike prior marketing literature which categorize consumers as exhibiting either “variety seeking” or “inertia” buying behavior, our model allows a consumer to exhibit both these tendencies at different points in time. The model assigns probabilities to consumers of being in either an inertia or a stimuli-seeking state. Brand choice is then modeled conditionally on being in either of these two buying states. A unique feature of our model is that it distinguishes between a consumer's inertia buying behavior and brand loyalty. The model is tested in two frequently purchased product categories and is shown to significantly outperform reference models in explaining choice behavior.
    Journal of Segmentation in Marketing 01/1998; 2(2):83-97.
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    ABSTRACT: Two of the most interesting and useful aspects of the Internet marketplace are providing research and targeting specific marketing segments. A plethora of free information on Net users and their habits exists on the Web. In addition, marketers can conduct their own online research inexpensively through e-mail and a variety of Websites analysis tools. Target marketing on the Web means customizing content and advertising for each individual user. This paper explains how to use this twenty-first century medium effectively, today.
    Journal of Segmentation in Marketing 01/1998; 2(1):19-34.
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    ABSTRACT: While motorcyclists have long been thought to be a subculture on the fringe of society, new evidence suggests that they have strong spiritual needs which may be satisfied in part by means of motorcycling. In this paper, such spiritual aspects of motorcycling are examined.The paper reports data from a national probability sample of registered motorcycle owners in the U.S. Using an analysis based on 74 Statements, it is found that spiritual solace represents one motorcycle lifestyle factor. The six segments of motorcyclists revealed by further analysis shows that while the segments differ on the spiritual benefits gained from motorcycling, spiritual solace is a substantial motivator for riding.
    Journal of Segmentation in Marketing 01/1998; 2(2):7-25.