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Article
Publication date: 1 February 1990

D.G. Tonks

A broad look at geodemographics is presented. The emergence overthe last decade of this method of segmenting consumer markets isoutlined and probable developments in the 1990s are…

371

Abstract

A broad look at geodemographics is presented. The emergence over the last decade of this method of segmenting consumer markets is outlined and probable developments in the 1990s are considered. The lexicon associated with diffusion theory and with the product life cycle is used to give some structure. Information has been synthesised from desk research.

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Marketing Intelligence & Planning, vol. 8 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 28 August 2019

Ivana Rihova, Miguel Moital, Dimitrios Buhalis and Mary-Beth Gouthro

This paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value…

1112

Abstract

Purpose

This paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators.

Design/methodology/approach

Data comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected across five UK-based festivals, using participant observation and semi-structured interviews with naturally occurring social units (individuals, couples and groups). Data were analysed using a qualitative thematic analysis procedure within QSR NVivo 10.

Findings

Private, sociable, tribal and communing practice segments are identified and profiled, using the interplay of specific subject- and situation-specific practice elements to highlight the “minimum” conditions for each C2C co-creation practice. Unlike traditional segments, practice segment membership is shown to be fluid and overlapping, with fragmented consumers moving across different practice segments throughout their festival experience according to what makes most sense at a given time.

Research limitations/implications

Although practice-based segmentation is studied in the relatively limited context of C2C co-creation practices at festivals, the paper illustrates how this approach could be operationalised in the initial qualitative stages of segmentation research. By identifying how the interplay of subject- and situation-specific practice elements affects performance of practices, managers can facilitate relevant practice-based segments, leading to more sustainable business.

Originality/value

The paper contributes to segmentation literature by empirically demonstrating the feasibility of practice-based segments and by evaluating the use of practice-based segmentation on a strategic, procedural and operational level. Possible methodological solutions for future research are offered.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 9
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 1 May 1995

David G. Tonks and Marc Farr

Reports extracts from an exploratory, cross‐sectional studyundertaken in the rapidly changing environment of UK higher education.Begins with introductory material covering some…

4176

Abstract

Reports extracts from an exploratory, cross‐sectional study undertaken in the rapidly changing environment of UK higher education. Begins with introductory material covering some recent changes in higher education and the relevance of marketing and market segmentation to institutional provision. Addresses the issue of access to higher education, however the perspective is largely managerial. Proposes geodemographic analysis as a useful way to segment the market for higher education. The data concern the “market” for home students prior to the removal of the binary divide and provide a geodemographic analysis of applicants and of acceptances by institution type in 1991. Discusses the possible implications for marketing and also for policies concerning the variability of access to higher education.

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Marketing Intelligence & Planning, vol. 13 no. 4
Type: Research Article
ISSN: 0263-4503

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Publication date: 13 May 2015

Daniel Hinkeldein, Robert Schoenduwe, Andreas Graff and Christian Hoffmann

New mobility services, referred to here as car sharing services with electric vehicles fuelled by renewable energies, could serve as an essential part of energy and climate…

Abstract

Purpose

New mobility services, referred to here as car sharing services with electric vehicles fuelled by renewable energies, could serve as an essential part of energy and climate strategies to lessen the impact of transport. However operating a car sharing scheme with electric vehicles is more expensive and offers users less autonomy than car sharing powered by internal combustion engines. Thus municipalities and operators need to answer one critical question: how to identify and address target groups to make the scheme successful?

Methodology

We focus on user requirements and attitudes towards services that integrate electric vehicles and public transport. Firstly we argue, based on an extensive literature analysis, that attitude-based market segmentation is crucial for a successful implementation of integrated e-mobility services. In the literature review we compare 23 empirical studies that employ a segmentation approach concerning their content and methodologies. Secondly, we address this need by presenting a methodology to derive attitude-based mobility typologies developed during a two-year field trial of an e-car sharing service in Berlin (Germany).

Findings

We share results from a representative market segmentation survey in Berlin, Frankfurt, Hamburg and Munich (n = 2,400). Among the six clusters, six attitude-based mobility typologies, we separated three groups specifically inclined to use mobility services: ‘the innovative technology-loving multioptionals’ (20% of the sample), ‘flexible car-lovers’ (21%) and ‘the ecological bicycle and Public Transit-lovers’ (17%).

Social implications

Attitude-based approaches like the one used in this study could support the development of integrated mobility services by adding the view of a specific target group. A range of approaches exist which use different kinds of item batteries to measure mobility related attitudes with the aim to develop target group specific services.

Originality/value

This study will provide essential information for the development of policies and interventions in support of new mobility services.

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Article
Publication date: 8 September 2020

Richard Kwasi Bannor, Steffen Abele, John K.M. Kuwornu, Helena Oppong-Kyeremeh and Ernest Darkwah Yeboah

This study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.

834

Abstract

Purpose

This study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.

Design/methodology/approach

Data were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.

Findings

Different sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.

Research limitations/implications

The important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.

Originality/value

Regardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 12 no. 1
Type: Research Article
ISSN: 2044-0839

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Article
Publication date: 27 January 2012

Martina Bauer and Katharina J. Auer‐Srnka

This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to show the development of traditional life cycle models and links to the…

5157

Abstract

Purpose

This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to show the development of traditional life cycle models and links to the life course perspective.

Design/methodology/approach

The authors relate to life events and transitions in consumers' life trajectories, life status, role transitions, and role identities as determinants of consumer behavior. The paper reveals future research potential in the field. Essentially, the authors demonstrate the need for life cycle models grounded on empirical data and discuss related methodological issues.

Findings

This paper provides a temporal systematization of theoretical and empirical life cycle research. The major outcome is an outline of conceptual and methodological research directions that enable researchers to follow the life course perspective and to derive empirically grounded life cycle models.

Research limitations/implications

Providing chronological literature compilations and an evolutionary review of life cycle research, the authors identify future research directions. To encourage empirical development of the concept, the article also refers to the related methodological literature.

Practical implications

Both marketing thought and practitioners benefit from the insights presented. Marketing managers may better address consumers' changing needs over their lifetime, strengthen customer loyalty and reduce brand switching, thereby enhancing customer lifetime value.

Originality/value

This paper adds to the study of the consumer life cycle by providing a comprehensive anthology of life cycle research from 1910 to 2010. It shows major research streams and reveals future research potential in marketing.

Details

Journal of Historical Research in Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 1 February 2003

David Tonks and Marc Farr

The general context for this paper is access to higher education (HE) in the UK but the particular concern is participation. An important distinction is drawn between access and…

2625

Abstract

The general context for this paper is access to higher education (HE) in the UK but the particular concern is participation. An important distinction is drawn between access and participation. The heterogeneous characteristics of HE and the complex choice processes of applicants mean that a finer level of description and analysis is required which goes beyond aggregate measures of access and examines the extent and the nature of participation. Equality of opportunity provides the underpinning for this paper, access to HE is the starting point, the focus is on participation and the approach is empirical and pragmatic. In 2002, the target for access to UK HE was set at 50 percent, which requires attention to shift from broad measures of access towards detailed measures of participation; particularly when the agenda is one of social inclusion, and when certain groups within society are still significantly under‐represented and disadvantaged at the level of participation.

Details

International Journal of Educational Management, vol. 17 no. 1
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 1 July 1997

Lisa O’Malley, Maurice Patterson and Martin Evans

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not…

2571

Abstract

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not confined to decisions regarding location and catchment analysis, but also encompasses issues such as category management, merchandising, marketing communications and relationship marketing. This need for information, it might be presumed, could be met through the utilization of marketing databases, but there is an apparent lack of evidence relating to the extent of database utilization in this context. Explores the development of database and geographic information systems (GIS) as an aid to strategic retail decision making and reports on an empirical research programme exploring the extent of such applications. Although the findings suggest widespread employment of databases by UK multiples, there is clear evidence of a lack of integration at a strategic level.

Details

International Journal of Retail & Distribution Management, vol. 25 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 23 December 2022

Victoria Crittenden and William Crittenden

As a business executive and philanthropist, Mary Kay Ash is legendary as a glass-ceiling breaker. With the belief that Mary Kay Ash is both modern and relevant, while…

455

Abstract

Purpose

As a business executive and philanthropist, Mary Kay Ash is legendary as a glass-ceiling breaker. With the belief that Mary Kay Ash is both modern and relevant, while simultaneously legendary, the overall purpose of this paper is to explore the role of Mary Kay Ash as an influential entrepreneur. This research responds to the call by Cogliser and Brigham (2004) for an increased understanding of how entrepreneurial leaders influence, challenge, inspire and develop followers.

Design/methodology/approach

Following on research by Hoppe (2013), this objective was accomplished via a pentadic analysis of Mary Kay Ash’s rhetoric aimed to influence the mental mindset of readers (followers) over the course of generations. Burke’s pentad was the sense-making tool used for examining Ash’s rhetoric of influence as an entrepreneurial leader. The data used in the pentadic analysis were also analyzed via Linguistic Inquiry and Word Count (LIWC) and IBM Watson Emotion Analysis to see where analyses might converge or diverge.

Findings

Based on the analysis of her written work, Mary Kay Ash resided at the intersection of leadership and entrepreneurship and, in so doing, was an influencer. Her primary rhetorical approach to influencing was idealism. Interwoven in her writings, she also exhibited both pragmatism and realism. She knew that she had to start the business to have the future she desired and that she needed to train her team appropriately for success to be forthcoming. The motivation in Mary Kay Ash’s rhetoric was that of influencing people so they would be the best that they could be.

Research limitations/implications

Qualitative research brings with it an array of inevitable research problems. Pentadic analysis cannot be judged by the basic objective standards of reliability and validity because objective reality does not exist in personal interpretation. That is, one person as a critic cannot be impartial because the interpretation is only one personal way of viewing the data and another critic might view the same pentads and come up with different ratios. With this subjectivity in mind, however, the data used in the pentadic analysis were also analyzed via LIWC and IBM Watson Emotion Analysis to see where analyses might converge or diverge.

Practical implications

The findings from this research denote clearly that Mary Kay Ash was a forerunner of the modern day influencer. As a primogenitor of the influencer marketing phenomenon, Mary Kay Ash’s entrepreneurial legacy is expected to continue through generations of followers. This finding speaks to the importance of today’s entrepreneurs using the spoken and written word to influence others and create a lasting organizational legacy.

Originality/value

Countless scholars have used pentadic analysis, with a variety of artifacts, to examine the motives behind the rhetoric. However, rhetoric as a means of persuasion and influence has received little attention within the context of the written works by management gurus (Jones et al., 2009), and, aside from the exploration by Berglund and Wigren (2012), the narrative of entrepreneurial influence has not benefitted from close examination.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 25 no. 3
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 15 November 2017

Sergio Rivaroli, Arianna Ruggeri, Pietro Novi and Roberta Spadoni

The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type

417

Abstract

Purpose

The paper aims to investigate pro-social behaviour of Italian consumers during the decision-making process of buying food produced in lands confiscated from Mafia-type organisations. This is assumed as a form of buycotting, thus as an ethical purchasing choice to contribute to social change.

Design/methodology/approach

Data from 339 interviews were elaborated with a cluster analysis. The difference between groups was confirmed using MANOVA, whereas the multivariate multiple regression analysis was carried out to assess the difference between clusters.

Findings

Three types of consumer groups are identified: absolutists, exceptionists and subjectivists. Coherent with previous studies, findings also highlight the relevance of information acquisition and of the self-effectiveness perception as key factors to stimulate pro-social behaviours.

Originality/value

With a social marketing perspective, the paper offers useful suggestions to promote political consumerism as a critical choice to contribute to fight against Mafia-type organisations and to spread a culture of lawfulness.

Details

Journal of Social Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2042-6763

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