This paper considers the value of understanding peopleâs attitudes towards mineral water. Its concern is to assess whether behavioural intentions can be predicted from the Extended Fishbein Model and to explore the ways in which the components of this model can be used to appreciate the characteristics of different user groups (non users versus heavy users) and hence form an input for marketing strategy development. We open by considering the growth of the mineral water market in the UK, showing its potential compared with other European countries. The original positioning strategy behind the main brand, Perrier, was to enable the user to express their status values. However with increasing consumer demand and awareness of water pollutants, it is thought that mineral water brands now satisfy a stronger functional need. From 25 depth interviews we elicited salient beliefs and key referent influencers, which were used to build a model of behavioural intentions in the mineral water market, following Fishbeinâs Extended Model. Based upon a further 100 interviews, we tested this modelâs efficacy, and found from multiple linear regression that we could account for 75% of the variation in behavioural intention. Respondents were classified into non-users, light, medium and heavy user categories and using principal component analysis we investigated how these groups could be described in terms of their evaluated beliefs and social norms. Focusing upon the heavy user and non-user we considered how these groups differed and using discriminant analysis we were able to correctly allocate all respondents on the basis of their altitudinal components and social norms. We conclude by considering the value of these findings as an input to marketing strategy.
Recently psychographic characteristics have become en vogue to typify and to describe groups of people. How fruitful are these psychographic variables, these personal values and value-systems to describe people and to explain behavioural differences such as brand choice? The main question we address to in this paper is how fruitful psychographic variables are to identify market segments and annex to this: how fruitful are consumer typologies for market segmentation purposes. In order to do so, we shall first inventory what approaches there exist to do segmentation research and then evaluate the use of psychographic variables and personal typologies based on such variables. Then the domain-specific segmentation approach, the segmentation methodology and techniques as well as the evaluation of segmentation outcomes will be discussed. In both typology and market segmentation research a number of decisions have to be made. We shall discuss the major decision points involved in such a study, such as: - What person characteristics are chosen to typify people? - What decision to make on the segmentation method? We will also address application issues, such as: - How to evaluate the desioutcomes of a segmentation study. - How to implement the typology or market segmentation results in marketing policy: in product differentiation and communication policy aimed at one or more market segments.
The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4 persons. Therefore it becomes possible to analyse far reaching connections between eating habits and attitudes and behaviour in a variety of other areas of life. Concerning nutrition, four basic patterns were found each requiring a totally different advertising approach: the Rational Eater, the Health-freak, the Gourmet and the Careless Eater. These four types are not only characterized by different kinds of eating habits, but also differ significantly in regard to other values, patterns of behaviour and attitudes. Furthermore, it is demonstrated that the characterization of the types also shows clear parallels to results of similar surveys in other countries of Western Europe. This creates an interesting basis for future research on life- styles and eating-styles in Europe.
The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4000 persons. Therefore it becomes possible to analyse far reaching connections between eating habits and attitudes and behaviour in a variety of other areas of life. Concerning nutrition, four basic patterns were found each requiring a totally different advertising approach: the Rational Eater, the Health-freak, the Gourmet and the Careless Eater. These four types are not only characterized by different kinds of eating habits, but also differ significantly in regard to other values, patterns of behaviour and attitudes. Furthermore, it is demonstrated that the characterization of the types also shows clear parallels to results of similar surveys in other countries of Western Europe. This creates an interesting basis for future research on life- styles and eating-styles in Europe.
For some years now, people have been studying the trends underlying the changes taking place in today's society and developing what has become a real research technique: "socio- trends analysis". A number of studies have been carried out rising this technique and these have brought to light some interesting analyses of current trends. However, we believe that much more could be done with the results of these studies in terms of marketing strategy and organisation. This paper, which is divided into three parts, is intended as a contribution in this direction. The first part describes the theoretical basis underlying socio-trends analysis itself. In this second part, we briefly consider what we consider to be the most significant consumer trends (the "Ten C's") within the context of a European market which is on its way to becoming a truly "common" market. In the third part, we try to give one example of the possible applications of this theoretical idea to the concrete reality of consumer markets.
The fact that certain forms of behaviour were, right from the start, labelled "consumption", while those adopting this behaviour were labelled "consumers", has had weighty consequences for the development of marketing theory. In this article, we shall examine two of these consequences : - 1) The crystallization and polarisation of roles and functions (the producer on one side and the consumer on the other); - 2) The reduction of the field of enquiry to a very literal concept of consumption (exhaustion, destruction). Now, if it is admitted that every product has a symbolic and semiotic existence as well as a material one, and that in addition these forms of existence are increasingly important in our complex economies, it can be said that every act of consumption is also - and before all else - a consumption of meaning. From this point of view, the opposition between production and consumption loses much of its importance, since each consumer of meaning simultaneously produces meaning, and vice versa. The concept of the Produmer appears to us to demonstrate the double nature of the new consumer, who is at once the receiver of the product and the producer of a new meaning surrounding the product. This concept can in particular explain the diversion, re-interpretation or perversion of the product by the consumer. A few examples are suggested below: micro-wave ovens, individual doses for coffee machines, ketchup, low-fat butter. In the conclusion we shall try to show the strategic utility of developing a theory of the produmer alongside the theory of the classic type of consumer, and the assistance derived from new approaches developed in the social sciences, such as semiotics and ethnomethodology.
This paper is a brief presentation of the bi-annual survey called The Norwegian Monitor, an extensive survey mapping the value-pattern of the population. The value-pattern describes people's convictions and objectives in life, and can therefore explain behaviour in most fields. As long as the explanatory power of demographics has decreased during the last years, value patterns should be used to characterize target groups and to understand and explain consumer behaviour. The Norwegian value map gives a graphical description of associations between values. The individuals are plotted into the map close to the values they have, and far from the values they don't have. By the two main axes of the map, the population is divided into 4 segments: The Modern Materialists, The Modern Idealists, The Traditional Materialists and The Traditional Idealists. By interpretation of the value-pattern of each of the 4 segments, I describe as an example, probable cues of demands in the field of travel and tourism.
The paper reports on a test of the model in a benchmark study done in the field of financial institutions. Respondents are categorized and grouped using the two key measures, and the predictions about them tested using a perceptual mapping technique based on correspondence analysis. The paper closes by examining some of the longer term implications for marketing if the assumptions underlying the model are correct. These are: firstly, that because entrenched commitment depends on the mobilization of core values, conversion and the building of customer loyalty also depends on the mobilization of core values; second, that because human beings are limited information processors, there are always gaps between the current choice and the underlying motivational dynamic which can be exploited to "slice-up" the market differently; and third, that given the diversity of human affections and given that affective inputs are more important than cognitive inputs in creating the beginnings of a switch, the development of "niche" products is inevitable in wealthy societies.
Market segmentation often requires that different sets of variables are taken into account. Examples are demographic, psychographic or behavioral variables. A combination of complicated techniques (e.g. canonical analysis, cluster analysisis and discriminant analysis) is needed to obtain results that can be evaluated and implemented. To combine such techniques has some technical drawbacks; the main drawback, however, is that the procedure is difficult to communicate. Therefore, the need arises of simpler techniques that can do the same job. If possible, it is preferable that the complete segmentation process is based on a single technique. Latent Budget Analysis is a decomposation techniques for two-way tables that also can be used for segmentation purposes. It requires that the data can be written In the form of budgets (in terms of behaviour, time or money). The budgets can be related to single individuals, demographic or psychographic categories. The results of Latent Budget Analysis are 'factors' which have a simpler interpretation than the results form ordinary factor or canonical analysis. Moreover, they have a simple geometrical representation. This representation can directly be used for segmentation purposes. In the paper some general considerations in market segmentation are discussed. The basic theory of Latent Budget Analysis is given (leaving out most technicalities). Latent Budget Analysis is applied to the market of non-alcoholic and light alcoholic beverages. It Is shown how individuals can be clustered Into segments, and also how units of products can be attributed to different market segments.
Today, there is a parallel demographic change occurring in Canada and the United States which, for many decades to come, will have major implications for the marketing of consumer products in these two countries. The age structures of the Canadian and U.S. populations are changing in an identical manner to produce widely varying growth rates in different age groups. New information related to this age trend can be used in marketing planning, product development, and demand forecasting for a combined market that today numbers 266 million consumers. A constant challenge facing today's businesses is predicting and planning for the demands of tomorrow's consumers. The age trend offers marketers a long-range, strategic planning tool to prepare for what will be demanded and will have to be produced five, 10 or 20 years from now. To apply this tool, marketers must perform three tasks: 1) Conduct consumer surveys on product ownership priorities to learn what types of goods are demanded by consumers in different stages of life; 2) Estimate the future demand for these products and services by considering population projections for different age groups; 3) Refine these estimates by assessing the probable impact of changes in consumer values, as indicated by periodic value surveys. Using the findings from a recent consumer survey in Canada and secondary data on personal value changes in the U.S., the paper demonstrates this three-step strategic planning approach which allows marketers to continually stay ahead of the changing consumer. The survey focused on three age groups having different population growth projections over the next 20 years: 25-43, 44-60, and 61 and up.
Even though it is usual practice to refer to "the consumer" when speaking about consumption behaviour - and it would be unrealistic to propose any other word - there can be no real understanding of what is new in this area without at least considering whether the term "consumer" is really appropriate. If it were merely a question of terminology, there would be little point in such a reconsideration; but the fact is that this simplification lies at the heart of the trivialisation which has traditionally characterised consumer studies - to the extent that (as classical economists used to do) it is assumed that economic activities, even at a micro-economic level, are all based on absolutely rational models. The outcome is that the "consumer" becomes a very particular type of individual - created by means of a sort of parthenogenesis, following a curiously singular scotomization of the individual tout court. And it is assumed that he has always behaved on the extremely rational basis of objective cost/benefit evaluations. In reality, as we all know, consumption forms only a part of individual and social activity (although probably a major part of all everyday behaviour).
The objectives of this paper are two-fold : first of all, it seeks to test a model of consumer behaviour and secondly to present a new approach to segmentation studies by using the results of the test as a guide . To this end, a survey of 352 cases of new perfume purchase was carried out. The incidence of personal values ,involvement, and innovativeness on the number of such articles bought was estimated using the L.V.P.L.S structural equations model. On the bases of these results, a typology is presented which establishes four groups of consumer types. The results show that each group has a specific structure as far as the variables considered are concerned.