生计消费市场异质性研究:一种情境敏感的方法

IF 4.9 2区 管理学 Q1 BUSINESS
Sergej von Janda, G. Shainesh, Christina Hillebrand
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引用次数: 6

摘要

这项多方法研究开发了一种对国际市场细分文献中所倡导的生存消费者细分的上下文敏感方法。在消费价值观理论的基础上,作者进行了多阶段的快速民族志研究,从南非和印度的城市自给消费者那里收集了原始数据,这些消费者面临着模拟的产品选择情况。作者将数据转换为可量化的细分变量,以进行进一步分析。这种方法在以缺乏可量化消费者数据为特征的自给型消费市场中尤其有用。这项研究揭示了四个不同的细分群体——家庭导向型工人、低技能价格敏感者、年轻表演者和有意识的保守主义者——在教育水平、子女数量、年龄、消费价值和购买行为方面存在显著差异。对本研究中应用的上下文敏感分割方法的详细讨论使学者和从业者能够将其部署并适应不同的环境和需求。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Studying Heterogeneity in the Subsistence Consumer Market: A Context-Sensitive Approach
This multimethod study develops a context-sensitive approach to subsistence consumer segmentation as advocated in the international market segmentation literature. Building on the theory of consumption values, the authors conduct multisited rapid ethnography research to collect primary data from urban subsistence consumers in South Africa and India who were presented with a simulated product choice situation. The authors convert the data into quantifiable segmentation variables for further analysis. This approach is particularly useful in subsistence consumer markets that are characterized by a dearth of quantifiable consumer data. The study reveals four distinct subsegments—Family-Oriented Workers, Low-Skilled Price-Sensitives, Young Performers, and Conscious Conservatives—that differ significantly in education level, number of children, age, consumption values, and purchase behavior. A detailed discussion of the context-sensitive segmentation approach applied in this study enables scholars and practitioners to deploy and adapt it to different environments and requirements.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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