Preliminary communication
Market Segmentation Based on the Consumers' Impulsive Buying Behaviour
Mirela Mihić
Ivana Kursan
Abstract
The major purpose of this research is to determine the sufficiently different segments of consumers based
on their impulsivity in the buying behaviour. The research was conducted in Splitsko-Dalmatinska county on
the sample of 180 respondents. Based on the subject matter and research goals, the basic as well as four additional
hypotheses were set. The used methodology comprised of the cluster analysis, which helped to divide
three segments that were named as: ‘’rational’’, ‘’somewhat rational and somewhat impulsive’’ and ‘’impulsive’’
consumers. The variance analysis was used in order to describe the segments properly and to determine
whether they are different enough with respect to demographic, socio-economic characteristics and individual
differences variables. The findings confirmed the hypothesis based on the possibility of dividing different
consumer segments according to the analysed variables. Correlating the demographics and individual
differences factors with the impulse buy, the expected results were gained. When analyzing demographics
the results indicate the segment differentiation solely in the case of age and working status. However, from
the aspect of majority of individual differences variables the distinction among the segments is significant.
Keywords
market segmentation; cluster analysis; impulsive buying behavior; consumers; demographic characteristics; individual differences variables
Hrčak ID:
63470
URI
Publication date:
10.12.2010.
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