Market Segmentation Based on the Consumers' Impulsive Buying Behaviour

• Main Authors: Mirela Mihić, Ivana Kursan
• Format: Article
• Language: English
• Published: Faculty of Economics in Osijek 2010-12-01
• Series: Ekonomski Vjesnik
• Subjects: market segmentation; cluster analysis; impulsive buying behavior; consumers; demographic characteristics; individual differences variables
• Online Access: http://hrcak.srce.hr/file/95144
• ISSN: 0353-359X; 1847-2206

The major purpose of this research is to determine the sufficiently different segments of consumers based on their impulsivity in the buying behaviour. The research was conducted in Splitsko-Dalmatinska county on the sample of 180 respondents. Based on the subject matter and research goals, the basic as well as four additional hypotheses were set. The used methodology comprised of the cluster analysis, which helped to divide three segments that were named as: ‘’rational’’, ‘’somewhat rational and somewhat impulsive’’ and ‘’impulsive’’ consumers. The variance analysis was used in order to describe the segments properly and to determine whether they are different enough with respect to demographic, socio-economic characteristics and individual differences variables. The findings confirmed the hypothesis based on the possibility of dividing different consumer segments according to the analysed variables. Correlating the demographics and individual differences factors with the impulse buy, the expected results were gained. When analyzing demographics the results indicate the segment differentiation solely in the case of age and working status. However, from the aspect of majority of individual differences variables the distinction among the segments is significant.