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

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

3 Citations (Scopus)

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.
Original languageEnglish
Title of host publicationMethods in Consumer Research
Subtitle of host publicationNew Approaches to Classic Methods
EditorsG. Ares, P. Varela
PublisherWoodhead Publishing
Pages383-400
Volume1
ISBN (Print)9780081017432
DOIs
Publication statusPublished - 18 Jan 2018

Fingerprint

Consumer segmentation
Segmentation
Consumer choice
Marketing strategy
Isolation
Heterogeneous consumers

Cite this

Onwezen, M. C. (2018). Including context in consumer segmentation: a literature overview shows the what, why and how. In G. Ares, & P. Varela (Eds.), Methods in Consumer Research: New Approaches to Classic Methods (Vol. 1, pp. 383-400). Woodhead Publishing. https://doi.org/10.1016/B978-0-08-102089-0.00015-7
Onwezen, M.C. / Including context in consumer segmentation: a literature overview shows the what, why and how. Methods in Consumer Research: New Approaches to Classic Methods. editor / G. Ares ; P. Varela. Vol. 1 Woodhead Publishing, 2018. pp. 383-400
@inbook{2706af138ed24599ac51d8731a8fd799,
title = "Including context in consumer segmentation: a literature overview shows the what, why and how",
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.",
author = "M.C. Onwezen",
year = "2018",
month = "1",
day = "18",
doi = "10.1016/B978-0-08-102089-0.00015-7",
language = "English",
isbn = "9780081017432",
volume = "1",
pages = "383--400",
editor = "G. Ares and P. Varela",
booktitle = "Methods in Consumer Research",
publisher = "Woodhead Publishing",

}

Onwezen, MC 2018, Including context in consumer segmentation: a literature overview shows the what, why and how. in G Ares & P Varela (eds), Methods in Consumer Research: New Approaches to Classic Methods. vol. 1, Woodhead Publishing, pp. 383-400. https://doi.org/10.1016/B978-0-08-102089-0.00015-7

Including context in consumer segmentation: a literature overview shows the what, why and how. / Onwezen, M.C.

Methods in Consumer Research: New Approaches to Classic Methods. ed. / G. Ares; P. Varela. Vol. 1 Woodhead Publishing, 2018. p. 383-400.

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

TY - CHAP

T1 - Including context in consumer segmentation: a literature overview shows the what, why and how

AU - Onwezen, M.C.

PY - 2018/1/18

Y1 - 2018/1/18

N2 - 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.

AB - 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.

U2 - 10.1016/B978-0-08-102089-0.00015-7

DO - 10.1016/B978-0-08-102089-0.00015-7

M3 - Chapter

SN - 9780081017432

VL - 1

SP - 383

EP - 400

BT - Methods in Consumer Research

A2 - Ares, G.

A2 - Varela, P.

PB - Woodhead Publishing

ER -

Onwezen MC. Including context in consumer segmentation: a literature overview shows the what, why and how. In Ares G, Varela P, editors, Methods in Consumer Research: New Approaches to Classic Methods. Vol. 1. Woodhead Publishing. 2018. p. 383-400 https://doi.org/10.1016/B978-0-08-102089-0.00015-7