2017/04/04 by Daniel Müllensiefen, Christian Hennig, Müllensiefen, Daniel +3
Business, Management and Accounting · #62H30 #91B08 #Applications (stat.AP) #Consumer Behavior in Brand Consumption and Identification #Consumer Market Behavior and Pricing #FOS: Computer and information sciences #Wine Industry and Tourism
paper · pdf · doi:10.48550/arxiv.1704.00959
openalex publication_date 2017/04/04 · openalex created_date 2022/10/01 · openalex updated_date 2026/07/28
The primary aim of market segmentation is to identify relevant groups of\nconsumers that can be addressed efficiently by marketing or advertising\ncampaigns. This paper addresses the issue whether consumer groups can be\nidentified from background variables that are not brand-related and how much\npersonality vs. socio-demographic variables contribute to the identification of\nconsumer clusters. This is done by clustering aggregated preferences for 25\nbrands across 5 different product categories, and by relating socio-demographic\nand personality variables to the clusters using logistic regression and random\nforests over a range of different numbers of clusters. Results indicate that\nsome personality variables contribute significantly to the identification of\nconsumer groups in one sample. However, these results were not replicated on a\nsecond sample that was more heterogeneous in terms of socio-demographic\ncharacteristics and not representative of the brands' target audience.\n