Zhu, Hengyuan, Wang, Qing, Yan, Ligang and Wu, Guisheng. (2009) Are consumers what they consume? - Linking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market. Journal of Marketing Management, Vol.25 (No.3-4). pp. 295-314. ISSN 0267-257X

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Abstract

Product attributes influence consumer perceptions of the personal relevance of a product or service to their needs. In this paper using mobile charging attributes offered to consumers in the Chinese mobile phone market, we empirically test whether consumer preferences for product attributes are significantly linked to their lifestyle. Combining prior theory about product characteristics with studies on lifestyle segmentation, the authors show in a large-scale field study that consumers can be segmented into four lifestyle clusters according to their preferences for different mobile charging attributes. In addition, it is observed that the differential effect of certain mobile charging attributes on consumers in different clusters may be related to consumers' perceived functional or hedonic use of these attributes. Finally we discuss the implications of our findings for managers in product positioning using lifestyle segmentation approach.

Item Type:	Journal Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Official Date:	2009
Volume:	Vol.25
Number:	No.3-4
Number of Pages:	20
Page Range:	pp. 295-314
Identification Number:	10.1362/026725709X429764
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
URI:	http://wrap.warwick.ac.uk/id/eprint/44306

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