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| Tekijä: | Zhu, H. (et al.) |
| Otsikko: | Are consumers what they consume? - Linking lifestyle segmentation to product attributes: An exploratory study of the Chinese mobile phone market |
| Lehti: | Journal of Marketing Management
2009 : APR, VOL. 25:3-4, p. 295-314 |
| Asiasana: | marketing consumer behaviour consumer attitudes life style segmentation product attributes mobile phones markets Asia China |
| Kieli: | eng |
| Tiivistelmä: | Product attributes effect on consumer perceptions of the personal relevance of a product or service. Using mobile charging attributes (hereafter as: m-c-attrs.) offered to consumers in the Chinese mobile phone market, this paper empirically tests whether consumer preferences for product attributes are significantly linked to their lifestyle. Combining prior theory about product characteristics with studies on lifestyle segmentation, it is shown based on a large-scale field study that consumers can be segmented into four lifestyle clusters as to their preferences for different m-c-attrs. Furthermore, it is found that the differential effect of certain m-c-attrs. on consumers in different clusters may be related to consumers' perceived functional or hedonic use of these attributes. |
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