Values and Consumption Patterns: A Comparison between Rural and Urban Consumers in Western Germany

Values and Consumption Patterns: A Comparison between Rural and Urban Consumers in Western Germany Values are potential market segmentation tools to analyse consumption patterns. Previous research has shown salient differences between regions within countries and across countries. As values and demographics serve as the base for identification of homogeneous consumer groups, ownership of selected products and their priority of acquisition was studied in connection with value variables. This investigation examined the consumption patterns and value orientation of two subsamples. Hence, the results revealed no statistically significant differences between the urban and rural respondents with respect to values. Nevertheless, clusters of consumers with similar priority of acquisition were formed and discriminant analyses indicated a significant relationship between sub‐groups of consumers and value orientations. Urban and rural areas do not appear to be useful market segmentation variables in Western Germany. However, a more complex segmentation pattern was detected and significantly related to each of the values. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Values and Consumption Patterns: A Comparison between Rural and Urban Consumers in Western Germany

European Journal of Marketing, Volume 25 (12): 16 – Dec 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000633
Publisher site
See Article on Publisher Site

Abstract

Values are potential market segmentation tools to analyse consumption patterns. Previous research has shown salient differences between regions within countries and across countries. As values and demographics serve as the base for identification of homogeneous consumer groups, ownership of selected products and their priority of acquisition was studied in connection with value variables. This investigation examined the consumption patterns and value orientation of two subsamples. Hence, the results revealed no statistically significant differences between the urban and rural respondents with respect to values. Nevertheless, clusters of consumers with similar priority of acquisition were formed and discriminant analyses indicated a significant relationship between sub‐groups of consumers and value orientations. Urban and rural areas do not appear to be useful market segmentation variables in Western Germany. However, a more complex segmentation pattern was detected and significantly related to each of the values.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1991

Keywords: Consumer behaviour; Germany; Lifestyles; Market segmentation

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