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Introducing the superconsumer Leisa Reinecke FlynnRonald E. Goldsmith2015 год

Introducing the super consumer
статья из журнала

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Аннотация: Abstract 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 © 2015 John Wiley & Sons, Ltd.
Год издания: 2015
Авторы: Leisa Reinecke Flynn, Ronald E. Goldsmith
Издательство: Wiley
Источник: Journal of Consumer Behaviour
Ключевые слова: Consumer Behavior in Brand Consumption and Identification, Consumer Market Behavior and Pricing, Consumer Retail Behavior Studies