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Psychographic segmentation of Beijing adult population and food consumption

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posted on 2002-01-01, 00:00 authored by A T Lowe, Tony WorsleyTony Worsley
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.

History

Title of book

Asia Pacific advances in consumer research

Series

Asia Pacific advances in consumer research; v.5

Chapter number

63

Pagination

265 - 273

Publisher

Association for Consumer Research

Place of publication

Valdosta, Ga.

ISBN-13

9780915552504

ISBN-10

0915552507

Language

eng

Publication classification

B1.1 Book chapter

Copyright notice

2002, Association for Consumer Research

Extent

98

Editor/Contributor(s)

T Ramizwick

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