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| Author: | Lin, C-F. |
| Title: | Identifying and targeting market segments: a value/lifestyle segmenting system based on VALS2 inventory |
| Journal: | Journal of International Selling and Sales Management
2004 : AUTUMN, VOL. 10:2, p. 75-90 |
| Index terms: | Cluster analysis Inventories Life style Market segmentation Taiwan |
| Language: | eng |
| Abstract: | A study based on the VALS2 inventory and cluster analysis identified three groups: Taiwan consumers, managerial people and employees of small and medium-sized enterprises (SMEs). These groups were then divided into 8 subcategories: the indifferent, the ordinary, the attention-seekers, the skeptics, the self-servers, the thrill-seekers, the creators and the passive. Lifestyle and the demographic variables were taken to determine how these characteristics vary within these three groups. For an education-income analysis of the 8 subcategories, the researcher used further cluster analysis to examine regarding value and lifestyle. |
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