TY - JOUR
T1 - Food- and situation-specific lifestyle segmentation of kitchen appliance market
AU - Hur, Won Moo
AU - Kim, Hyun Kyung
AU - Park, Jung Kun
PY - 2010
Y1 - 2010
N2 - Purpose: The primary purpose of this research is to draw out in-depth lifestyle characteristics which can be used in new product development and marketing. To achieve this goal, this research aims to explore US female household consumers' lifestyle structures regarding food-related AIO and identify the values that discriminate best among different consumer segments. Design/methodology/approach: A total of 518 US female consumers aged between 20 and 65 participated based on multi-stage stratified random selection of age. The cluster analysis was performed to identify meaningful segments. Findings: Six segments of Wellbeing-oriented, Social- and dining-oriented, Family-oriented, Innovation- and action-oriented, Price-conscious, and Convenience-oriented were found. These segments show differences in motivation for buying kitchen appliances, evaluation of quality aspect of foods, consumption situations, and in socio-demographic characteristics. Research limitations/implications: These results identify that a product-specific lifestyle helps one to understand the market better than product function even in a technology-oriented industry. Consumer electronics companies should concentrate on their potential target market and understand their specific needs. Originality/value: The study found that refined and modified AIO-based research is effective in terms of consumer lifestyle analysis. In addition, employing the combination of multivariate analytical techniques made it possible to attain the major objectives of the study
AB - Purpose: The primary purpose of this research is to draw out in-depth lifestyle characteristics which can be used in new product development and marketing. To achieve this goal, this research aims to explore US female household consumers' lifestyle structures regarding food-related AIO and identify the values that discriminate best among different consumer segments. Design/methodology/approach: A total of 518 US female consumers aged between 20 and 65 participated based on multi-stage stratified random selection of age. The cluster analysis was performed to identify meaningful segments. Findings: Six segments of Wellbeing-oriented, Social- and dining-oriented, Family-oriented, Innovation- and action-oriented, Price-conscious, and Convenience-oriented were found. These segments show differences in motivation for buying kitchen appliances, evaluation of quality aspect of foods, consumption situations, and in socio-demographic characteristics. Research limitations/implications: These results identify that a product-specific lifestyle helps one to understand the market better than product function even in a technology-oriented industry. Consumer electronics companies should concentrate on their potential target market and understand their specific needs. Originality/value: The study found that refined and modified AIO-based research is effective in terms of consumer lifestyle analysis. In addition, employing the combination of multivariate analytical techniques made it possible to attain the major objectives of the study
KW - Consumer behaviour
KW - Consumer goods
KW - Lifestyles
KW - United States of America
UR - http://www.scopus.com/inward/record.url?scp=77949563459&partnerID=8YFLogxK
U2 - 10.1108/00070701011029165
DO - 10.1108/00070701011029165
M3 - Article
AN - SCOPUS:77949563459
SN - 0007-070X
VL - 112
SP - 294
EP - 305
JO - British Food Journal
JF - British Food Journal
IS - 3
ER -
