Market Segmentation By Using Consumer Lifestyle Dimensions And Ethnocentrism

Summary

Market Segmentation By Using Consumer Lifestyle Dimensions And Ethnocentrism

This journal identifies consumer market segment existing among Turkish consumers by using lifestyle patterns and ethnocentrism . Lifestyle segmentation has been a useful concept for marketing and advertising planning purpose .

Firstly we can say last 20 years global trades magnitute and orientation has changed rapidly . Consumer tend to buy foreign products than ever before . At the same time country of origin affects some consumers decision . Research also shown that nationalistic , patriotic and ethnocentric sentiments can affect the evaluation and selection of imported products . After 1980s religious and patriotic emotions consumer ethnocentrism will be a potent force in the global business environment in the years to come . A general definition of consumer ethnocentrism refers to the phenomenon of consumer preference for domestic products or prejudice against imports(LeVine and Campbell,1972) . They also show that ethnocentric tendencies are significantly negatively correlated with attitudes towards foreign products and purchase intention . Because they think that If they buy their own products , they create important source of jobs and incme for domestic economy .

This study showed that 4 major dimension among consumers of the western nations such as fashion , leadershi , community concern and health conciousness do also exist as major lifestyle dimensions in Turkish consumers . Significant correlations were found between the lifestyle dimensions of Turkish consumers and their ethnocentrism levels , fashion consciousness and leadership were statistically negatively correlated and family concern and community concciousness factors were significantly positively correlated with the ethnocentrism score . That is the more ethnocentrism score the more prefer purchasing domestic products .

After analyzing consumers who are classified as non-ethnocentric ( Cluster 1) have similar demand in the western nations . Brand name and choice of product were considered very important by cluster 1 ( Liberal \ trend setters ) Cluster 1 consumers important for marketers of cosmetic , sporting goods , electronic . Other segments Cluster 2(moderates/survivors ) and Cluster 3( traditionals/conservatives) are similar . The consumer in these segments are mainly traditional consumers with low consumer sophistication and high ethnocentrism . İmportant attitudes for these segments are product necessity and products origin . At the end international firms need to undertake more marketing research for the assessment of the ethnocentric consumer needs and filter this information and data through their research and development departments .

Individual Study Midterm Summarize

Anıl Can KILINÇ 107672002

http://www.emeraldinsight.com/10.1108/03090569910262053 Journal of Consumer Behaviour