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Segmenting young adults through their consumption styles: a cross‐cultural study

Segmenting young adults through their consumption styles: a cross‐cultural study Purpose – The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers. Design/methodology/approach – The research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18‐24 by a self‐administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media. Findings – In both of the countries, four segments were distinguished and defined as “fashion‐brand conscious consumers”, indifferent consumers”, “recreation seekers” and “quality seekers”. Research limitations/implications – The study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class. Practical implications – The expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms. Originality/value – This study examines a cross‐cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross‐cultural comparison of young adults' consumption segments. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Segmenting young adults through their consumption styles: a cross‐cultural study

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473611111185896
Publisher site
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Abstract

Purpose – The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers. Design/methodology/approach – The research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18‐24 by a self‐administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media. Findings – In both of the countries, four segments were distinguished and defined as “fashion‐brand conscious consumers”, indifferent consumers”, “recreation seekers” and “quality seekers”. Research limitations/implications – The study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class. Practical implications – The expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms. Originality/value – This study examines a cross‐cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross‐cultural comparison of young adults' consumption segments.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Nov 22, 2011

Keywords: France; Turkey; Young consumers; Consumer behaviour; Cross cultural studies; Cluster analysis Consumption styles; Market segmentation; Young adults; Developing countries

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