Open AccessSIX MARKETING TYPOLOGIES IN SEARCH OF A CUSTOMER (WITH APOLOGIES TO LUIGI PIRANDELLO)
Author(s) -
Arthur Asa-Berger
Publication year - 2020
Publication title -
metadatos
Language(s) - English
Resource type - Journals
ISSN - 2805-587X
DOI - 10.15765/poli.v1i253.1535
Subject(s) - typology , ethnocentrism , market segmentation , sample (material) , equivalence (formal languages) , sociology , consumer behaviour , segmentation , advertising , marketing , psychology , social psychology , business , mathematics , computer science , artificial intelligence , anthropology , chemistry , chromatography , discrete mathematics
Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This chapter discusses two of the most popular marketing typologies, The Values, Attitudes and Lifestyles (VALS) 1 and 2 typology and the Claritas typology. The methodological issues include measure equivalence and sample equivalence of the segmentation (Lim, Yoo, & Park, 2018; Maciejewski, Mokrysz, & Wróblewski, 2019) basis, segmentation methods employed, and whether national sample sizes should be proportional to population sizes (Steenkamp & Ter Hofstede, 2002). It argues that these typologies have certain deficiencies and suggests a different typology, the Grid-Group typology which suggests there are four lifestyles (consumer cultures) that are all in opposition to one another, but which shape consumer preferences for members of each culture.