Physic-Psychodemographics: Incorporation of Physical Attributes into Market Segmentation

• Main Author: 溫勝裕
• Other Authors: 唐瓔璋
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/58325920888912894024

碩士 === 國立交通大學 === 經營管理研究所 === 96 === The general approaches of market segmentation have been investigated and developed very often in past decades, and some methods were popular and familiar in practices, such as demographic, psychographic and lifestyle. Though these methods were well-established, there was still enough room to advance for this marketing issue. Thanks to the achievement of information technology, which release the possibility to unlock the physical mysteries of human beings. To our point of view, we want to examine if specific physical attribute has the potential capability to be the element of segmentation. Therefore, we followed the traditional segmentation method by lifestyle first; however, the primary objective of this research was to explore the possible implication of physical attribute, so this research would investigate the correlation between lifestyle-based typology and physical attribute based classification. In addition to above investigation, consumer innovativeness was another issue this research interested. Though innovativeness was always an important topic, we found that previous literatures focused on the dispute of concept and measurement most of the time. To provide a comprehensive outlook, we tried to obtain and compare consumer innovativeness from three different aspects: lifestyle, buying behavior, and physical attribute. The results showed that there was no significant difference between lifestyle based typology and physical attribute based classification. However, we suggested further analysis of relationship due to the specific distribution of physical attribute on each typology. In addition, this research also demonstrated that consumer innovativeness was significant difference on lifestyle based typology, physical attribute classification, and some part of DC buying behavior. Therefore, future study could expand this topic by concentrating on other marketing issue, and try to refine the research methods.