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Psychographic segmentation of Beijing adult population and food consumption
Responses from a large (801) random sample of Beijing’s adult population were used to carry out this "values and lifestyles" segmentation process and it measured consumers’ "values" and "lifestyles" directly. The results indicate that "values and lifestyle" segmentation provides marketers with a more comprehensive understanding of the consumers than by demographics alone. This study also demonstrates that marketers should not carry out segmentation automatically. They need to determine where consumers perceive a particular category of product on the "luxury" and "non-luxury" continuum before deciding whether to carry out the segmentation process or not.
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Title of book
Asia Pacific advances in consumer researchSeries
Asia Pacific advances in consumer research; v.5Chapter number
63Pagination
265 - 273Publisher
Association for Consumer ResearchPlace of publication
Valdosta, Ga.ISBN-13
9780915552504ISBN-10
0915552507Language
engPublication classification
B1.1 Book chapterCopyright notice
2002, Association for Consumer ResearchExtent
98Editor/Contributor(s)
T RamizwickUsage metrics
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