Lifestyle Segmentation: Market Strategies to Win Customers in The Technology Market

초록

This study identifies consumer lifestyle segments among consumers of technology market. By using multi-step cluster analysis, this study categorizes respondents (n=1,186) into four distinct consumer lifestyle groups Smart shoppers, Trendy shoppers, Tech-laggards, and Apathetic shoppers. Overall, four cluster groups show significant differences in lifestyle variables such as priceconsciousness, brand-consciousness, fashion consciousness, and technology innovativeness. Consumer lifestyle segmentation is validated by comparing various shopping-related attitudes and behavior across segments. Findings show that respondents in four consumer lifestyle clusters significantly differ from each other in terms of perception of different shopping channels, impulse buying behavior, and ownership of innovative technology products. Based on the results, strategic implications for marketers are discussed.

키워드