The potential for consumer segmentation in the Finnish housing market

This article examines whether cluster analysis can be used to identify groups of Finnish residents with similar housing preferences. Because homebuilders in Finland have been providing relatively homogeneous products to an increasingly diverse population, current housing may not represent the occupiers' preferences so a segmentation approach relying on socioeconomic characteristics and expressed preferences may not be sufficient. We use data collected via questionnaire in a principal component analysis followed by a hierarchical cluster analysis to determine whether different combinations of housing attributes are important to groups of residents. We can identify four clusters of housing residents based on important characteristics when looking for a house. The clusters describe Finnish people in different phases of the life cycle and with different preferences based on their recreational activities and financial expenditures. Mass customization of housing could be used to better appeal to these different clusters of consumers who share similar preferences, increasing consumer satisfaction and improving profitability.

Red wine sweetness preference according to consumer segmentation

The present work aims to evaluate the acceptance and preference for sweet taste in red wine, according to consumer segmentation in age, gender, personality type, tasting sensitivity and consumer experience in wine. A hundred and fourteen wine tasters were invited to the wine tasting, and the average age was 27 years. An addition of sugar was made with equal concentrations of glucose and fructose to the wine at 2g/L, 4g/L, 8g/L, 16g/L and 32g/L. Five pairs of glasses were presented for the subjects to taste containing each a control wine and a spiked sample. Pairs were presented in order of concentration, from 2g/L to 32g/l. The subjects were also asked to answer two online questionnaires at the end of the tasting, on the personality types and vinotype, which is related to mouth sensitivity. ISO-5495 paired comparison tests were used for sensorial analysis. The objective was to assess if any of the nine segmentation factors had influence on preference or rejection for spiked samples and to establish whether this preference was statistically significant. We concluded that it would be important to have subjects with an age average higher than 27 years and more experienced in wine drinking, mostly because the data relative to preferences in novices shows some dispersion and lack of attention. A panel of older and more experienced wine tasters is likely to be more attentive and focused and therefore yield differentiated results. It was also concluded that more research is required to extend this investigation to other wine styles because the differences in preferences can depend on other reasons, such as preferring a wine with more or less sugar according to the type of wine. Finally it was concluded also that some variables influence preference for sweet taste in red wine, such as gender, vinotype and category of experience

Info-active and info-passive: The new type of consumer classification

Social media platforms, that foster user generated content, have altered the ways consumers search for product related information. Conducting online searches, reading product reviews, and comparing products ratings, is becoming a more common information seeking pathway. This research demonstrates that info-active consumers are becoming less reliant on information provided by retailers or manufacturers, hence marketing generated online content may have a reduced impact on their purchasing behaviour. The results of this study indicate that beyond traditional methods of segmenting consumers, in the online context, new classifications such as info-active and info-passive would be beneficial in digital marketing. This cross-sectional, mixed-methods study is based on 43 in-depth interviews and an online survey with 500 consumers from 30 countries.

Clustering of variables around latent components: an application in consumer science

The present work proposes a method based on CLV (Clustering around Latent Variables) for identifying groups of consumers in L-shape data. This kind of datastructure is very common in consumer studies where a panel of consumers is asked to assess the global liking of a certain number of products and then, preference scores are arranged in a two-way table Y. External information on both products (physicalchemical description or sensory attributes) and consumers (socio-demographic background, purchase behaviours or consumption habits) may be available in a row descriptor matrix X and in a column descriptor matrix Z respectively. The aim of this method is to automatically provide a consumer segmentation where all the three matrices play an active role in the classification, getting homogeneous groups from all points of view: preference, products and consumer characteristics. The proposed clustering method is illustrated on data from preference studies on food products: juices based on berry fruits and traditional cheeses from Trentino. The hedonic ratings given by the consumer panel on the products under study were explained with respect to the product chemical compounds, sensory evaluation and consumer socio-demographic information, purchase behaviour and consumption habits.

O consumidor brasileiro de marcas de luxo : uma descrição e segmentação psicográfica por valores

O campo desta dissertação é o Marketing aplicado às marcas de luxo, descrevendo e segmentando os consumidores das marcas de luxo de vestuário e acessórios em seus traços psicográficos. A psicografia é utilizada para entender os mercados e avaliar em profundidade os segmentos (Blackwell, Miniard, Engel, 2005), indo além das usuais variáveis demográficas. A psicografia utiliza características subjetivas dos consumidores, tais como estilo de vida, personalidade, atitude, atividades, interesses, valores (Tomanari, 2003). Aqui se utilizou, como traços psicográficos, os valores do consumidor. Valores são propriedades humanas que dificilmente mudam, sendo influenciadores do comportamento. Ademais, são em algum grau compartilhados pelos indivíduos que pertencem a uma mesma cultura e variam de acordo com as especificidades culturais (Hemzo, Silva, 2009). Dessa forma, os traços psicográficos baseados em valores são menos universais e mais necessários estudá-los dentro de uma cultura em particular (a brasileira, nessa dissertação). No Brasil, o consumo das marcas de luxo, a partir da década de 2000, teve diversas causas. As condições econômicas e a inserção no mercado global facilitaram a compra de produtos importados. Todavia, o fenômeno do luxo difere nos seus mercados tradicionais (França e Itália). Isso leva a considerar que, nos mercados emergentes, o luxo passa por outras definições e simbologias, por vezes divergentes daquelas dos países de origem das marcas. Logo, uma segmentação baseada nos traços psicográficos dos consumidores pode auxiliar a gestão dessas marcas no Brasil, o que essa dissertação aborda.

El territorio en el sistema agroalimentario: el tramo medio del valle del Duero 1900-2015

La lectura histórica del territorio en relación con el sistema agroalimentario aporta elementos claves para reconstruir el sistema territorial, aprovechando la oportunidad que ofrece un renovado interés por la alimentación local y sostenible. El análisis histórico transdisciplinar incorpora variables espaciales, económicas, energéticas, urbanísticas, agronómicas y nutricionales y se centra en el tramo medio del valle del Duero (Castilla y León, España). Se trata de un territorio tradicionalmente agrícola, donde un producto de la tierra -el vino- es motor de innovación y ha transformado paisajes y estructuras. Aún así, se enfrenta a un desarrollo desigual e ilustra las contradicciones del mundo rural en un contexto alimentario globalizado. El análisis de la región desde 1900 permite constatar la relación entre la organización del territorio, el sistema agroalimentario, y cada una de las etapas nutricionales: a) la superación de la desnutrición está asociada a una agricultura familiar y al territorio de proximidad, que persiste en la zona hasta 1950; b) el modelo de consumo de masas y sobrealimentación, se basa en una agricultura industrializada y un territorio polarizado ligado al desarrollismo, que se extiende hasta 1985; c) finalmente, el modelo de consumo segmentado se apoya en una agricultura terciarizada y un territorio de enclaves en un contexto de globalización, que dura hasta nuestros días. En la última fase aparecen nuevos modelos alternativos de reconstrucción territorial con sistemas emergentes que reconectan campo y ciudad, consumo y producción desde sistemas de alimentación sostenible. Conviven dos tendencias: una hacia la jerarquización y el productivismo tecnificado y otra hacia la multifuncionalidad y la recampesinización que se reapropia de las innovaciones técnicas. La adaptación a las condiciones locales y aprovechar los recursos endógenos son elementos clave de sostenibilidad ambiental y social. Incorporar la alimentación en la planificación urbana y territorial desde una perspectiva agroecológica reduciría la insostenibilidad del sistema alimentario. Las propuestas de ordenación han de tener en cuenta la tipología de municipios, sus interrelaciones, las características agrológicas y productivas, la relación del muncipcon los núcleos de referencia y con las poblaciones que concentran las necesidades de alimentación. Se debe considerar asimismo la disponiblidad de infraestructuras, de equipamientos y de capital humano y relacional para fijar cadena de valor local. La ordenación urbanística cuenta ya con mecanismos como la clasificación del suelo, la regulación de usos y el diseño de redes de equipamientos que inciden sobre la autonomía de los sistema de alimentación locales y permiten fomentar la biodiversidad y las variedades locales. Son mecanismos insuficientemente aprovechados. Una adecuada utilización de los instrumentos de ordenación existentes, junto con el desarrollo de otros nuevos mejorarían de forma significativa la resiliencia de los sistemas agroalimentarios locales. ABSTRACT The historical review of the relationship between territory and agrifood system provides key lessons to help rebuild the territorial fabric, seizing the opportunity offered by a renewed interest in local and sustainable food. The historical transdisciplinary analysis spans spatial, economic, energy, agronomic and nutritional variables, focuses on the middle reaches of the Douro valley (Castilla y Leon, Spain). This a traditionally agricultural region, which has managed to turn a land product – the wine– into an engine of innovation which has transformed landscapes and structures. Even so, it faces the challenges of uneven development and illustrates the contradictions of the rural world in a globalized context. After the analysis of the evolution of the region since 1900, it can be concluded that the territory has been organized over time according to three models of food system that are in turn linked to different nutritional stages: a) the nutritional stage of overcoming malnutrition is related to family agriculture and a territory of proximity, which persists in the studied area until 1950; b) the model of mass consumption and overeating, was built on an industrialized agriculture and a polarized territory with unhindered development, which runs until 1985; c) and, finally, the model of consumer segmentation associated with terciarized agriculture and enclave territories in the context of globalization, which lasts until present time. During this last stage new alternative models of small-scale territorial reconstruction appear, linked to emerging systems that, based on sustainable food systems, reconnect city and countryside, consumption and production. Actually two trends coexist: one towards hierarchisation and tech-based productivism, and another one towards multifunctionality and peasantization that reappropriates technical innovations. The adaptation to local conditions taking advantage of local resources is a key element of environmental and social sustainability. Integrating food into urban and regional planning from an agroecological perspective would help reduce the current unsustainability of the food system. Planning proposals for municipalities need to consider their typology, agrological characteristics, productive capacity, links to other municipalities, proximity to reference nodes and population concentrations with food demands that need to be met. Availability of infrastructure, facilities, as well as human and relational capital to establish and reinforce local value chains is another aspect to consider in planning proposals. Spatial and urban planning are already equipped with mechanisms, such as land classification and the design of facilities’ networks, that affect the autonomy and stability of local food systems and can support biodiversity and adoption of local varieties. We are, however, missing opportunities. An adequate use of existing planning tools and the development of new ones could significantly improve the resilience of local agrifood systems.

Finding new opportunities in the Lisbon market through Whitaker consumer lifestyle segmentation

A sample of 445 consumers resident in distinct Lisbon areas was analyzed through direct observations in order to discover each lifestyle’s current proportion, applying the Whitaker Lifestyle™ Method. The findings of the conducted hypothesis tests on the population proportion unveil that Neo-Traditional and Modern Whitaker lifestyles have the significantly highest proportion, while the overall presence of different lifestyles varies across neighborhoods. The research further demonstrates the validity of Whitaker observation techniques, media consumption differences among lifestyles and the importance of style and aesthetics while segmenting consumers by lifestyles. Finally, market opportunities are provided for firms operating in Lisbon.

Applications of the behavioural homogeneity evaluation framework: the predictive ability of consumer involvement for international food market segmentation

This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.

The behavioural homogeneity evaluation framework:Multi-level evaluations of consumer involvement in international segmentation

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies. © 2007 Academy of International Business. All rights reserved.

Activityscape Mapping: Consumer Activity Systems as Service Context

Activity systems are the cognitively linked groups of activities that consumers carry out as a part of their daily life. The aim of this paper is to investigate how consumers experience value through their activities, and how services fit into the context of activity systems. A new technique for illustrating consumers’ activity systems is introduced. The technique consists of identifying a consumer’s activities through an interview, then quantitatively measuring how the consumer evaluates the identified activities on three dimensions: Experienced benefits, sacrifices and frequency. This information is used to create a graphical representation of the consumer’s activity system, an “activityscape map”. Activity systems work as infrastructure for the individual consumer’s value experience. The paper contributes to value and service literature, where there currently are no clearly described standardized techniques for visually mapping out individual consumer activity. Existing approaches are service- or relationship focused, and are mostly used to identify activities, not to understand them. The activityscape representation provides an overview of consumers’ perceptions of their activity patterns and the position of one or several services in this pattern. Comparing different consumers’ activityscapes, it shows the differences between consumers' activity structures, and provides insight into how services are used to create value within them. The paper is conceptual; an empirical illustration is used to indicate the potential in further empirical studies. The technique can be used by businesses to understand contexts for service use, which may uncover potential for business reconfiguration and customer segmentation.

The Hybrid Consumer: Exploring the Drivers of a New Consumer Behaviour Type

A dramatically different consumption pattern seems to be emerging among a vast group of consumers. This may mean that conventional consumer stereotypes and segmentation theory are becoming outdated. The so called hybrid consumers seem to increasingly opt for both premium and budget alternatives in various product and service categories while mid-priced alternatives are losing share in their consumption basket. Although this type of polarisation, or dispersion, is already recognized as an important change, hybrid behaviour is still largely under-researched. The present study aims to analyze the possible drivers of hybrid consumption and by identifying typical categories and situations of trading up versus trading down derive tentative characteristics of hybrid consumption for further research on the topic. A tentative pattern of hybrid consumption was identified, which relates trading up to high-involvement, discretional spending and trading down to low-involvement necessities. However, it was also found that hybrid consumption transcends product category boundaries and may thus be less straightforward than previously perhaps assumed. In addition, a purchase pattern continuum was developed, accounting for various degrees of hybrid consumption.

Activityscape Mapping: Consumer Activity Systems as Service Context

Activity systems are the cognitively linked groups of activities that consumers carry out as a part of their daily life. The aim of this paper is to investigate how consumers experience value through their activities, and how services fit into the context of activity systems. A new technique for illustrating consumers’ activity systems is introduced. The technique consists of identifying a consumer’s activities through an interview, then quantitatively measuring how the consumer evaluates the identified activities on three dimensions: Experienced benefits, sacrifices and frequency. This information is used to create a graphical representation of the consumer’s activity system, an “activityscape map”. Activity systems work as infrastructure for the individual consumer’s value experience. The paper contributes to value and service literature, where there currently are no clearly described standardized techniques for visually mapping out individual consumer activity. Existing approaches are service- or relationship focused, and are mostly used to identify activities, not to understand them. The activityscape representation provides an overview of consumers’ perceptions of their activity patterns and the position of one or several services in this pattern. Comparing different consumers’ activityscapes, it shows the differences between consumers' activity structures, and provides insight into how services are used to create value within them. The paper is conceptual; an empirical illustration is used to indicate the potential in further empirical studies. The technique can be used by businesses to understand contexts for service use, which may uncover potential for business reconfiguration and customer segmentation.

Foreground Object Segmentation from Binocular Stereo Video

Moving cameras are needed for a wide range of applications in robotics, vehicle systems, surveillance, etc. However, many foreground object segmentation methods reported in the literature are unsuitable for such settings; these methods assume that the camera is fixed and the background changes slowly, and are inadequate for segmenting objects in video if there is significant motion of the camera or background. To address this shortcoming, a new method for segmenting foreground objects is proposed that utilizes binocular video. The method is demonstrated in the application of tracking and segmenting people in video who are approximately facing the binocular camera rig. Given a stereo image pair, the system first tries to find faces. Starting at each face, the region containing the person is grown by merging regions from an over-segmented color image. The disparity map is used to guide this merging process. The system has been implemented on a consumer-grade PC, and tested on video sequences of people indoors obtained from a moving camera rig. As can be expected, the proposed method works well in situations where other foreground-background segmentation methods typically fail. We believe that this superior performance is partly due to the use of object detection to guide region merging in disparity/color foreground segmentation, and partly due to the use of disparity information available with a binocular rig, in contrast with most previous methods that assumed monocular sequences.