نمونه متن انگلیسی مقاله
The purpose of this study is to propose a new perspective on classifying or segmenting consumers by describing a minority of them who are uniquely motivated by high levels of status seeking, brand identification, and materialism. We term this segment of individuals “super consumers.” The data came from an online survey of 351 adult US consumers. A cluster analysis using these three variables as criteria produced a two-cluster solution. Comparing mean scores between these two groups of consumers on measures of market mavenism, shopping frequency, amount of spending, age, and gender showed that the super consumers were significantly more likely to be market mavens, to shop more frequently, and to spend more than the other consumers were. The super consumers were younger in age as well, but there were no gender differences between the two groups. Copyright .
Who are our best consumers? One can imagine all sorts of businesses asking this question on a regular basis. While the spending habits of average buyers are certainly critical to most fast-moving consumer goods, the most frequent purchasers of these categories account for around 50% of all purchases (Sharp, 2010). High-frequency and high-spending consumers are considered the backbone of many successful brands especially in high-involvement categories like clothing, cosmetics, electronics, and other shopping goods. Relationship marketing and customer relationship management, key elements of modern marketing strategy, are the outgrowth of the interest in specific user segments because of their importance in terms of revenue and potential word of mouth. However, who are these best consumers? Commercially available services provide prebuilt segmentation schemes based on demographics and lifestyles (e.g., Hicken, 2013; Nielsen PRIZM) that provide descriptive information about many “types” of consumers but that seem to overlook their psychological motivations. What if we could use psychological/consumer characteristics to describe a type of consumer who shops more, buys more shopping type goods, and talks more about what they buy? What if there is a type of person who is not only market oriented but also shops and spends more than other consumers spend and has clearly identifiable motivational characteristics? The present study is inspired by a body of research on a constellation of consumer characteristics that seem to reflect a unique consumption pattern we have come to think of as the “super consumer.” The present study uses psychologically based consumer characteristics, in that they do not directly reflect behavior but are more motivational in nature, to classify consumers into two groups, super consumers and “regular” consumers, and then contrasts these two types on gender, age, shopping, spending, and market mavenism. The goal is to begin to develop a behavioral, psychological, and demographic profile of the super consumer segment. Not only does this concept tie together several disparate concepts in consumer psychology, but it also has potential managerial application in that identifying these consumers could lead to greater profitability and long-term relationships with them. The next section outlines the empirical and theoretical basis for our proposed consumer typology.