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CONSUMERS' SUSCEPTIBILITY TO REFERENCE GROUP INFLUENCE: A SEGMENTATION ANALYSIS
Mirela Mihić
Sažetak
The purpose and main objective of this study is to find out whether the individuals' susceptibility to reference group influence could serve as the basis for market segmentation. Empirical research was carried out on the sample of 250 respondents in the Split-Dalmatian County. To identify segments, cluster analysis was used. Three customers’ segments were identified and named: “independent”, “neutral” and “dependent – directed by others”. For a better description of individual segments the socio-demographic variables as well as social comparison and personality variables are also included in the analysis. The research results indicate that consumers belonging to the particular segments require separate advertising strategies. For that purpose, some suggestions for each segment are proposed.
Ključne riječi
consumers; market segmentation; reference group influences; marketers
Hrčak ID:
21460
URI
Datum izdavanja:
17.12.2007.
Posjeta: 2.454 *