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Including context in consumer segmentation: a literature overview shows the what, why and how

By M.C. Onwezen

Abstract

Consumer segmentation is often used as a helpful tool to classify consumers into heterogeneous groups, for example, for marketing strategies or customized policy. Although previous studies generally show the relevance of context in understanding consumer choices, the amount of segmentation studies that include context is limited. This chapter provides an overview of the available literature and highlights the advantages of contextual consumer segmentation. We show that consumer choices are not made in isolation, but these choices are dependent on the context. Also the limited number of segmentation studies show that consumers have different preferences across different situations, such that a person-by-situation segmentation has promising results, resulting in highly relevant practical and theoretical possibilities for including context in consumer segmentation. This chapter provides a guideline of how to include context in consumer segmentation

Topics: LEI Consument & Keten, Consument & Keten, LEI Consumer and Chain, Consumer and Chain
Year: 2018
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Provided by: NARCIS
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