Are consumers what they consume? - Linking lifestyle segmentation to product attributes: an exploratory study of the Chinese mobile phone market
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 0267-257XFull text not available from this repository.
Official URL: http://dx.doi.org/10.1362/026725709X429764
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|
|Number of Pages:||20|
|Page Range:||pp. 295-314|
|Access rights to Published version:||Restricted or Subscription Access|
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