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Consumer segmentation on the basis of the study of consumer behavior styles


Tsoy M.E., Zaleshin P.A.
(about the authors)

Tsoy Marina Evgenevna – (Novosibirsk State Technical University)

Zaleshin Pavel Andreevich – (Novosibirsk State Technical University)

Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: M30, M31, M39

Keywords: consumer segmentation, marketing, purchasing decision styles


Citation:
Tsoy M.E., Zaleshin P.A. (2017). Consumer segmentation on the basis of the study of consumer behavior styles. Russian Journal of Entrepreneurship, 18(21), 3313-3326. doi: 10.18334/rp.18.21.38543


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Abstract:

The article considers the issues of consumer segmentation on the basis of the study of consumer behavior styles. We study the method of J. Spoles and El. Kendall as a basic approach. In the course of the study we adapted and modified this method. We also study consumers' behavior styles by the example of the population of Novosibirsk. The results of the study show a more accurate belonging to specific consumer behavior styles and also reveale the most common combinations of styles.







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