北大巿场细分演示.pptVIP

Consumers decision-making style as a basis for market segmentation 蒋峰 袁颖 张璨 李忠阳 杜术清 About the paper Title: Consumers’ decision-making style as a basis for market segmentation Authors: Gianfranco Walsh, Thorsten Henning-Thurau, Vincent Wayne-Mitchell and Klaus-Peter Wiedmann Journal of Targeting, Measurement and Analysis for Marketing, London, Dec 2001 Why we choose this paper? why we choose this paper An interesting and important research question: market segmentation A famous theory: consumer styles inventory (CSI, Sproles Kendall, 1986) A good example of factor analysis and cluster analysis, discriminate analysis Framework of the paper Conceptual basis (Zhang can) Method --- part one:factor analysis (Yuan ying) --- part two:cluster analysis (Li zhongyang) Conclusion (Jiang feng) Q A (Du shuqing) Conceptual basis Decision-making for market segmentation Previous decision-making style research CSI research carried by Sproles Kendall (1986) Decision-making style for market segmentation Market segmentation demographic segmentation is unsuitable for capturing differences in consumer preferences. Psycho-graphic segmentation cannot be easily assigned to marketing variables . Behavioral segmentation is based on observable consumer, but only past consumer behavior is captured Combine decision-making style segmentation with other segmentation approaches Previous decision-making style research One approach to category consumer behavior is to identify decision-making typologies Hybrid consumer Separate theoretical concepts and unrelated typologies CSI research Eight different decision-making dimensions, originally identified in literature review (see table 1) Measured in a questionnaire to American high school students, 40 items, five-point scale, a principal component analysis supporting for the anticipated dimensions Issues about CSI research Some dimensions showed a poor reliability (e.g. price-value consciousness and impulsiveness) Need to valida