A theory of low involvement consumer behavior is emerging in the marketing literature, challenging a number of traditional theoretical and strategic assumptions. The traditional view of consumer behavior is based on the cognitive psychologist's assumption that consumers "think before they act". The low involvement perspective suggests that consumers may act based on the cumulation of communication exposures with little thought, and may evaluate brands afterwards. This perspective questions advertising's role as a means of influencing brand evaluations and enhances the importance of price and in-store stimuli in gaining competitive advantage. This article describes a theory of low involvement consumer behavior and cites the strategic implications of such a theory.
The paper considers the current state of multivariate analysis when the data available only take the form of binary and classified variables. This restriction has meant that researchers have had to develop new techniques to deal with problems of defining and segmenting markets. An encouraging amount of work has been done in this field in the last twenty years and now there are statistical methods for handling the various types of dependence and interdependence analyses. The paper reviews some of the literature that shows how market analysts proceed with model building when the data are not normally distributed measured variables. Among the techniques cited are those under the general umbrella of Log Linear Model!ing, which enable regression and correlation type procedures to be employed and new ways of clustering respondents. The paper concludes that this growing area will continue to flourish especially as computer programs are available for many of the techniques.
This paper shows a brief analysis of the present-day situation in Austria with regard to skiing - a sporting activity which is of great importance in that country. The paper focuses on the local market situation, in this case the population of Austria as consumers of skiing products in the broadest sense. The classification of the consumer segmentation is based on the most recent survey, carried out at the end of 1981/ beginning of 1982. This paper attempts to show how market segmentation can provide some answers and assist in decisions to be made at a time when skiing potential in Austria appears to have become stagnant, ie. when no 'natural' expansion of the market is to be expected. A very precise and well directed communication strategy needs to be applied which cannot be conceived without carrying out specific research to obtain detailed information. The paper also includes a brief discussion of shifts from one kind of sport to another, in particular between Alpine and cross-country skiing.
This paper describes some recent developments in the area of consumer classification. No attempt has been made to be comprehensive and coverage is confined mainly to the UK, where the author has most first hand experience. The paper was intended as a base for discussions and cross- country comparison during the seminar
This paper summarizes the results of an investigation into the predictive power not only of social class but also of income and other socio-economic and demographic variables. Special attention is paid to the discriminatory value of these variables to media- behaviour. The study is based on a cross-analysis of data derived from no less than eleven research projects, performed by means of the INTERACT SCRIPT-PANEL within the last eighteen months. This panel opened the opportunity to use real single source research. The analysed data ranged from usual socio-economic characteristics to media-behaviour, durable possession and consumptive behaviour.
This paper discusses current and future developments in the ways pre-classification can be used. The paper particularly examines the use of small area statistics linked to other data bases. A suggestion is also made as to how pre- classification can be used, to optimally stratify and allocate samples, when the estimation of more than one variable is considered.
It could be argued that market and media research have already reached a high level of sophistication. That the consumer classification systems we have evolved over the past years keep the information we need flowing smoothly and effectively. So why rethink anything? Because we in Europe are experiencing the first ripples of an irresistible wave of change. Change in society. Change in markets. Change in the media. The backdrop against which we classify consumers, whether we are marketers, researchers, media owners or advertising people, is no longer a comfortable and predictable constant. Increasingly, we find ourselves classifying a moving target. The classifications we developed for yesterday's reality start collapsing when we try to apply them to tomorrow's.
The paper is based on experience in design, interpretation and application of five market segmentation studies for consumer products using samples of 600 to 2000 respondents in West Germany and Argentina and research into variables particularly in West Germany done between 1970 and 1981. The paper discusses, first, the two concepts "quality" and "quantity" in social research, showing that "quality" or "meaning" should be retained by exploring quantitative data. The second part shows which strategies should be used concerning number of variables per person, number of respondents, representativeness of samples, preciseness of scaling and use of factor-and cluster-analyses. The third part gives an example: how demographics can be qualitatively explored and transformed into information on life styles.
One of the aims of the Brugge program committee was to stimulate interactions between seminar delegates. Four working groups were asked : 1) To establish specific delegates needs with respect to the particular subject: classifying consumers/users 2) To organise in-depth discussions about a number of relevant aspects of the application and implementation of classification techniques presented by the various speakers 3) To report back on plenary meetings in order to inform co-delegates and speakers and to exchange ideas and viewpoints.
In this article, we recommend consumer classification based on behavioural measures. Basic dimensions of the relevant behaviour we want to influence, should be distinguished in order to classify consumers in homogeneous segments. Other behavioural variables, attitudes, life-style, and socio demographics are employed for describing segments and explaining the differences between segments. Consumer classification based on behavioural measures will probably provide more stable, meaningful, and operational segments for marketing purposes. Wherever applicable cross-references have been made to other presentations at this seminar.