Consumer segmentation on the basis of the study of consumer behavior styles
Tsoy M.E.1
, Zaleshin P.A.1
1 Новосибирский государственный технический университет
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Journal paper
Russian Journal of Entrepreneurship *
Volume 18, Number 21 (November 2017)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The article considers the issues of consumer segmentation on the basis of the study of consumer behavior styles. We study the method of J. Spoles and El. Kendall as a basic approach. In the course of the study we adapted and modified this method. We also study consumers' behavior styles by the example of the population of Novosibirsk. The results of the study show a more accurate belonging to specific consumer behavior styles and also reveale the most common combinations of styles.
Keywords: marketing, consumer segmentation, purchasing decision styles
JEL-classification: M31, M30, M39
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Blackwell R.D. (2006). Consumer behavior 10th edition. Thomson South-Western. 78-79.
Dibb S., Simkin L. (2002). Prakticheskoe rukovodstvo po segmentirovaniyu rynka [A Practical Guide to market segmentation] SPb.: Piter. (in Russian).
Fedorets M.N. (2002). Analiz potrebitelya kak neobkhodimaya sostavlyayuschaya uspeshnoy raboty na rynke [Analysis of consumer as an essential component of successful work in the market]. Marketing and marketing research. (1). 16-23. (in Russian).
Ghodeswar B. M. (2014). Consumer Decision-Making Styles Among Indian Students AJBR Alliance Journal of Business Research. 36-48.
Kondratenko N.M. (2011). Marketing [Marketing ] M.: Izdatelstvo Yurayt. (in Russian).
Kotler F. (2007). Osnovy marketinga [Foundations of marketing] M.: Progress. (in Russian).
Kushnir I.V. (2011). Marketing: samoe glavnoe [The most important part of marketing ] M.: Feliks. (in Russian).
Minko I.S., Stepanova A.A. (2013). Marketing [Marketing] SPb.: NIU ITMO; IKhiBT. (in Russian).
Mokhlis S. (2009). Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences European Journal of Social Sciences. 10 (4). 574-584.
Oleynik A.N. (2000). Institutsionalnaya ekonomika [Institutional economy] M.: INFRA-M. (in Russian).
Prince D., Martin N. (2012). The tween consumer marketing model: significant variables and recommended research hypotheses Academy of Marketing Studies Journal. 16 (2). 31-46.
Razumovskaya A., Yanchenko V. (2006). Marketing uslug [Marketing of services] M.: Vershina. (in Russian).
Smit P., Berri K., Pulford A. (2001). Kommunikatsii strategicheskogo marketinga [Strategic marketing communications] M.: YuNITI-DANA. (in Russian).
Sproles G.B., Kendall E.L. (1987). A short test of consmer decision-making style The Journal of Consumers Affairs. 5 7-14.
Strebkova L.N. (2012). Marketingovye issledovaniya riskov predpriyatiya [Marketing research of enterprise risks]. Russian Journal of Entrepreneurship. 13 (17). 108-112. (in Russian).
Suleymanov R.F. (2012). Prinyatie resheniy v sfere marketinga v usloviyakh riska i neopredelennosti [Decision making in marketing in risk and uncertainty environment]. Russian Journal of Entrepreneurship. 13 (12). 63-69. (in Russian).
Surkov S.A. (2008). Marketingovaya deyatelnost v neustoychivyh i peresekayuschikhsya segmentakh [Marketing activity in unstable and overlapping segments]. Marketing and marketing research. (3). 258-265. (in Russian).
Titova V.A., Tsoy M.E., Lyamzin O.L. (2008). Osnovy marketinga [Foundations of marketing] Novosibirsk. (in Russian).
Tsoy M.E., Schekoldin V.Yu. (2014). Sovremennye metody issledovaniy v marketinge [Modern marketing research methods]. Marketing. (2(135)). 19-32. (in Russian).
Tsoy M.E., Schekoldin V.Yu. (2017). Izuchenie predpochteniy potrebiteley uslug strakhovoy kompanii na osnove kriteriev soglasiya pri pomoschi CHAID-analiza [Studying the insurance company customers preferences on the basis of the consent criteria using chaid-analysis]. Service in Russia and abroad. 11 (4(74)). 124-138. (in Russian). doi: 10.22412/1995-042X-11-4-10 .
Tsoy M.E., Zaleshin P.A. (2016). Analiz podkhodov k segmentatsii potrebiteley na osnove stiley ikh pokupatelskogo povedeniya [Analysis of approaches to consumer segmentation on the basis of their purchasing behavior styles ]. The young scientist. (11(115)). 1065-1070. (in Russian).
Vechkanov G.S., Vechkanova G.R. (2012). Mikroekonomika [Microeconomics] SPb.: Piter. (in Russian).
Zaleshin P.A., Tsoy M.E. (2016). Povyshenie effektivnosti segmentatsii na osnove povedencheskikh motivov potrebiteley [Improving segmentation efficiency on the basis of consumer 's behavioral motivation] Novosibirsk: NGTU. (in Russian).
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