Consumer Profiles Research Articles

Market Segmentation Based on Materialistic, Conspicuous, and Traditionalist Goals in Support of an Effective Industrial Design

One important line of action in the marketing field is the conception of products attractive to consumers. Industrial design plays a significant role in this action. However, the traditional market segmentation is not very useful from the industrial design point of view. Also, because the traditional criteria for market segmentation are becoming less efficient in general, the experts from the field are looking for new criteria. The research presented here is focused on the relationship between industrial design, consumer profile, and product contribution to materialistic, conspicuous, and traditionalist goals.

The Importance of Consumer Insights for Precision Marketing in the Era of Big Data

E-commerce developed so far has gradually changed from a crude incremental dividend to a refined operation, which examines the operation, marketing, technology, and serviceability of enterprises due to the highly intense competition. To maintain an advantage in the competition and achieve business growth, enterprises need to improve their influence continuously and seize opportunities to attract consumers attention. Precision marketing has become one of the critical factors. The prerequisite for precision marketing is to have precise insights into consumers. The arrival of the big data era provides new ways and means for enterprises to gain insight into consumers. This article mainly emphasizes that enterprises can make use of all kinds of data, from collecting and organizing consumer data to final formulating marketing strategies and improving the marketing strategy through consumer insight research, rather than using the traditional method of depicting consumer profiles and one-sided formulation of marketing strategy. The article introduces the big data era, explains the necessity of consumer insight, and states the relationship between big data and precision marketing. Additionally, it describes consumer insight, mainly from utilizing big data to analyze the consumers and understand the advantages and potential loopholes of big data-driven consumer insight. With the popularization of the Internet and mobile devices, the traces left by users are becoming more comprehensive and wealthier. It is crucial for enterprises to conduct data analysis to dig and analyze consumer habits, experiences, and values to tightly link consumer insights and marketing communications to carry out precision marketing.

From Roots to Leaves: Understanding Consumer Acceptance in Implementing Climate-Resilient Strategies in Viticulture

This study investigates consumer perceptions and acceptance of innovative strategies implemented to counter the effects of climate change in the wine industry. The acceptance of wines derived from grapes grown using four different vineyard management practices—kaolin application, use of plant growth regulators, introduction of resilient rootstocks, and fungus-resistant grape varieties (PIWI)—is analyzed. Utilizing a latent profile analysis, the study identifies five distinct consumer profiles, each displaying unique sensitivities and perceptions towards climate change threats. The findings reveal notable variations in consumers’ willingness to accept these innovations. Additionally, the study offers insights into how these preferences influence the marketability of wines produced using these innovative techniques. The overall results depict heterogeneous acceptance of these practices. Consumers seem more inclined to choose wines derived from vines with innovative rootstocks and those treated with kaolin. The acceptance for PIWI varieties and PGR is comparatively marginal. The outcomes of this study provide valuable insights for winegrowers, policymakers, and other industry stakeholders on effectively implementing and communicating these solutions. Overall, the research findings contribute significantly to understanding consumer behavior within the context of climate change in the wine industry, presenting substantial implications for sustainable viticulture practices and wine marketing strategies.

Роль правового регулирования в формировании социально-психологического профиля потребителей в условиях санкций

The subject of the study is the formation of a socio-psychological profile of consumers. The purpose of the work is to establish the role of legal regulation in creating a socio–psychological profile of consumers under sanctions. The research uses methods of modeling, comparison, formal logic, extrapolation, which allowed for a thorough analysis of scientific and legal sources of literature, to identify the features of forming a consumer profile under sanctions. The article examines the essence of the concept of "socio-psychological personality profile", identifies the factors that have the strongest influence on consumer behavior. It is determined that in Russian science, the issues of forming a socio-psychological profile of a consumer's personality are not given due attention. The main parameters necessary for the formation of a socio-psychological profile of consumers are given. The difference in the understanding of the terms "socio-psychological profile" and "socio-psychological portrait" is substantiated. The process of forming a socio-psychological profile of consumers' personality is considered in detail. It has been established that the greatest role in determining consumer behavior is played by such factors as quality, cost, availability of goods/services, financial capabilities of consumers themselves, their expectations and preferences. The measures taken by the state to support consumers and businesses in the face of sanctions are analyzed, and the foreign experience of countering sanctions is considered. Based on the results of the study, it was concluded that it is necessary to ensure security in the formation of a socio-psychological profile of consumers, including respect for the confidentiality of personal data in the formation of a socio-psychological profile of Russian consumers.

Trail Runners’ Consumer Profiles: The Landscape Seekers, Sport Devotees, and Eco-Group Travellers

This study aims to segment trail runners employing psychographic segmentation, specifically sport commitment, as an understudied variable in sport tourism. The purpose is to identify specific trail runner profiles. An online survey was made available via Facebook through sponsored advertisements in South Africa. The final sample consisted of n=412 trail runners. Three distinct segments were identified using cluster analysis: landscape seekers, sport devotees, and eco-group travelers. These segments differed significantly regarding the factors influencing their sport commitment, with cluster membership influenced by demographic characteristics, behavioral intentions, and sought-after event attributes. To foster the expansion of trail running events in South Africa, it is imperative to concentrate efforts on enhancing accessibility through diverse routes across varied terrains, implementing comprehensive training programs catering to runners of all levels, and deploying strategic marketing initiatives to raise awareness and participation.

Problema publicului restrâns din muzeele de artă din România

Museums in Romania face a limited number of visitors, which, although increasing in recent years, still remains small in relation to the frequency of cultural audiences in other European countries. This situation occurs because Romanian museums are still operating in a different social reality from the current one; they have not synchronized with contemporary society, which is eager for entertainment and sensational. They face financial and legislative difficulties, outdated concepts that cannot be easily changed without competent and specialized personnel. Today, museums are making efforts to diminish the elitist preconception and become part of a wider community. Although there are often discussions about the lack of audience in art museums in Romania, visible efforts are being made to attract them through various methods. It remains to be seen how many acts of culture are carried out in Romania, as it is important to know in the present research if this would be a fair number in relation to the number of museum institutions and their possibilities. The objective of this research is to identify and analyze the key factors contributing to the limited audience and to define the profile of the Romanian cultural consumer.

Disentangling the “crypto fever”: An exploratory study of the psychological characteristics of cryptocurrency owners

Cryptocurrencies are innovative digital assets that became significantly popular in recent years. Despite their popularity, literature about cryptocurrencies is still lacking. Specifically, little is known about the psychological profile of cryptocurrency owners. The present paper aims to investigate the role of financial literacy, self-efficacy, risk tolerance, and impulsivity in cryptocurrency ownership in a representative sample of 1,153 Italian consumers. In particular, a Latent Profile Analysis was performed on cross-sectional data to identify different psychological profiles of consumers, and test which of these profiles is more likely to hold cryptocurrencies. Results indicate the presence of six different psychological profiles and that the psychological profile that best describes those who hold cryptocurrencies is characterized by high levels of financial literacy, risk tolerance, and self-efficacy in investment domains. Instead, a configuration of low financial literacy and high self-efficacy, risk appetite, and impulsivity scores is mostly associated with having owned cryptocurrencies in the past. These findings would suggest that psychological characteristics play a key role in cryptocurrency ownership.

We are What we Eat: Consumer Perception-Based Food Safety Compliance of Food lane Night Market in San Jose, Nueva Ecija, Philippines

The study aimed to assess the food safety compliance of Food lane Night Market in San Jose City, Nueva Ecija, Philippines. It specifically examined the demographic profile of consumers based on sex, age, occupation, and number of visits. Additionally, the study investigated significant differences and relationships in the assessment of food safety compliance when grouped by demographic profile. A quantitative descriptive research design was used, involving 273 respondents aged 18 and above who had dined at least once at the ood lane Night Market. Data was collected using a 4-point Likert scale and printed survey questionnaires distributed directly to consumers. Frequency and percentage distribution described the respondents’ demographic profiles. ANOVA and T-tests examined significant differences between consumers’ socio-demographic profiles and their assessment of food safety compliance, while Pearson R Correlation tested for a significant relationship between consumers’ demographic profiles (age and number of visits) and their assessment of food safety compliance. The study found that the food lane Night Market complies with the WHO’s Five Keys to Safer Food: keep clean, separate raw and cooked food, cook food thoroughly, keep food at safe temperatures, and using safe water and raw materials. Most respondents were female, primarily students aged 20 and below, who had visited the market more than five times. No significant difference was found between consumers’ socio-demographic profiles (sex and occupation) and their assessment of food safety compliance. Additionally, there was no significant relationship between consumers’ socio-demographic profiles (age and number of visits) and their assessment of food safety compliance, except for a significant relationship between the number of visits and the assessment of cooking food thoroughly. Based on these findings, an action plan to improve food safety compliance at food lane Night Market was proposed.

Is artificial intelligence really influencing the marketing strategies and consumer behaviour?

Purpose: the main aim of this research is to measure the influence of different components of artificial intelligence and marketing strategies pursued by the consumers. The research is to identify the impact of different components artificial intelligence on consumer behaviour. The sales forecasting method is found with this much successful through the technology and innovations of artificial intelligence in the marketing domain. Design / Methodology: the comprehensive framework for evaluating the quality of website design was subsequently accompanied by the collection of data through a web-based survey. The researcher is able to obtain 452 responses which can be used for the main study research and used confirmatory factor analysis and linear multiple regression analysis. Findings: it is found from the study that the artificial intelligence and its generated suggestions in the marketing Arena is found very much useful for both marketers as well as the consumers. As far as the marketers are concerned the artificial intelligence is very much useful for them to exactly measure and also to get a projective figure of their business turnover in volume. The sales forecasting method is found with this much successful through the technology and innovations of artificial intelligence in the marketing domain. Practical Implications: this empirical study paved the way to identify and implement several marketing implications useful for the marketers as well as the consumers in different demographic background. It is suggested that the marketers should get a complete data in the form of profiling the consumers, demographic background and their purchase details and technological knowledge so that they can generate appropriate artificial intelligence solutions to attract the consumers and motivate them to make their next purchase within the short span of time. Originality/Value: the artificial intelligence can also optimize the advertisement campaigns, preserving profile of consumers, quick communication to the consumers, clarity in the marketing approach and to take independent autonomous marketing decisions with respect to consumer behaviour

Digitalna ekonomija i novi kapitalizam - generacija Z kao potrošač

The development of the digital economy and the 4th Industrial Revolution (IV R) bring new dilemmas to economics. The challenges are numerous, and in our paper, we concentrated on two important phenomena of digitalization: (1) whether data has become an equally important factor of production as capital, labor, and land and (2) what changes occur in the structure of costs with the appearance of digital goods. Bearing in mind that these changes were deeply reflected both on the supply and demand side, in this paper, we have devoted special attention to the behavior of Generations Z and Alpha as consumers compared to other generations. We wanted to see, at least preliminarily, what kind of consumer profile is formed by the new generations born in the digital age and IV IR, that is, what kind of changes are occurring in the behavior of consumers of Generations Z and Alpha. We carried out research on their behavior on a sample of over 500 respondents.

THE CONSUMPTION OF FOOD PRODUCTS IN SHORT CHAINS: the case of social and reputational labels

There have been an increasing demand for products of short food supply chains, which enable consumers to identity of the product and its origin, which is established through information transmitted by labels and certifications. This article analyzed consumers’ motivations for demanding products with labels of local or social reputation. A survey was conducted with consumers in São Paulo. Descriptive statistics was used to raise the consumer's profile and their motivations for consuming these products. The consumer's motivations are related to aspects of the place of origin, as well as the benefits of acquiring it, without considering price aspects.

Penerapan Metode Clustering Dalam Segmentasi Pelanggan Perusahaan Logistik

Marketing is important in business to compete and maintain market share. The development of technology brings major changes in the industry. In addition to product development as well as required services, and customer segmentation becomes a factor to consider in marketing strategies. Clustering, such as the K-Means method, is used in customer segmentation to divide data into groups based on similarities. This technique helps in useful pattern recognition and customer segmentation. By applying Clustering techniques in Data mining, companies can understand customer behavior, recognize similar customer groups, and plan marketing strategies accordingly. The results showed that the best cluster was generated with a k value of 4, and the data was normalized using the Min-Max Normalization method. Grouping customers in the form of clusters can enable the identification of consumer profiles to guide companies in decision making.

The Profit Pattern and Financial Impact of NetEase Cloud Music's Marketing Strategy

With the rise of short video platforms and the onset of the post-copyright era, the digital music industry is undergoing significant transformations. The competition within the industry has intensified, while user growth and conversion to paying users have encountered obstacles. As a leader in China's digital music industry, it is worth exploring how to overcome these challenges and identify new areas for growth. This paper employs literature research, case analysis, data analysis, and other research methods. Firstly, it analyzes NetEase Cloud Music's profit model based on subscription payments, advertising revenue, and sales of virtual items outlined in its prospectus. Secondly, it utilizes authoritative industry research reports to analyze NetEase Cloud Music's user positioning, consumer profile, and partnerships, simultaneously examining their marketing strategy through a case study involving Hangzhou Metro's collaboration with NetEase Cloud Music, known as "Reviews Train." By analyzing structural changes in financial data disclosed in annual performance announcements, this paper examines the impact of marketing strategies on revenue growth, cost control measures, and profitability, as well as explores how adopting diversified market strategies can enhance risk management capabilities and improve financial stability. Finally, this paper presents corresponding countermeasures and suggestions based on identified issues from previous analyses along with future prospects.

From Seller's Market to Buyer's Market, the Change of the Connotation of Advertising Marketing - Based on the Case Study of Consumer Behavior Reacting to Advertising

This article mainly discusses that as the Internet moves into the Web 3.0 era, which is a brand new internet application model, user autonomy has increased. Therefore, the brand marketing is more about how to distinguish itself from the mass of information, and become the information that the user chooses to contact actively. As consumers occupy an increasingly important position in marketing, the form and connotation of advertising marketing are also changing. Through specific case analysis, they are combined with relevant theories of communication and advertising marketing, from product marketing led by magic bullet thinking to price marketing with "expensive" as the brand style, and finally, the brand image marketing of current microfilm advertising. After the increasing proportion of consumer reactions to advertising, the current focus of consumer profiling analysis and advertising marketing is to focus on the growth of advertising conformations to the growth of consumers, and the underlying message is the cultural growth of social progress.

Развитие аквакультуры северных и арктических территорий: проблемы и пути решения (на примере Архангельской области)

The relevance of this study is due to the need to develop and implement in regional practice effective management decisions that promote the development of fish farms and increase aquaculture pro-duction. Since fish farming (aquaculture) is one of the structural components of the fishery complex, the authors pay attention to both the peculiarities of its development in the conditions of the North and the Arctic, and the specifics of economic activity in the field of aquaculture projects. The article presents the results of a survey of the population of the Arctic territories of the Arkhangelsk Oblast on the consumption of fish and fish products, which allowed establishing various consumer profiles of preferences depending on their age category, as well as to identify the main reasons constraining the consumption of fish and fish products (among which: high price, availability of low-quality products in retail outlets, the lack of ability and desire to cook among the younger generation). Based on the results of expert interviews with producers of fish and fish products, as well as with representatives of the scientific community and authorities of the Arkhangelsk Oblast, a problem matrix was compiled and the necessary activities were identified to address key issues of the development of aquaculture projects in the region.

Age-related variations of the psychosocial determinants of problematic alcohol consumption

Objective As alcohol consumption generally occurs in interpersonal contexts, many studies have examined the psychosocial mechanisms underlying drinking habits. However, most have focused on young/student populations, and far less is known regarding how these psychosocial determinants evolve through adulthood. We thus compared the weight of psychosocial factors in problematic alcohol consumption among young, middle-aged and older people from the general population. Methods A general population sample completed an online survey (N = 614, M age = 34.44, Range= 18–85). We measured demographic variables, problematic alcohol consumption and alcohol-related psychosocial factors (i.e. expectations, motives, norms, social identity, anxiety and depression). We performed dominance analyses to rank the importance of these psychological factors in explaining problematic alcohol consumption across young (18–24, n = 252), middle-aged (25–40, n = 179), and older (>40, n = 183) individuals. Results In young adults, enhancement motives were the most important determinant of problematic alcohol consumption, followed by social drinking identity, coping and social motives. In the middle-aged group, social identity had the highest contribution, followed by social and enhancement motives. Finally, problematic alcohol consumption among older adults was mainly related to coping motives and social identity. Discussion We showed that the psychosocial determinants of problematic alcohol consumption differ with age. While social drinking identity has a significant influence throughout the age groups, we documented a progressive shift from positive (social/enhancement) to negative (coping) reinforcement between younger and older individuals. This study provides a better understanding of the profiles of consumers according to age, and offers guidelines to adapt prevention and interventions to the age group targeted.

An intelligent garment recommendation system based on case-based reasoning technology

Garment purchasing through the Internet has become an important trend for consumers. However, various garment e-shopping systems, systematically lack personalized recommendations, like sales advisors in classical shops, to propose the most relevant products to different consumers according to their consumer profiles and successful recommendation cases. In this paper, we propose a consumer-oriented recommendation system by Case-based reasoning techniques and Similarity degree of fuzzy sets, which can be used in a garment online shopping system like a virtual sales advisor. This system has been developed by integrating successful recommendation cases and taking into account consumer profiles. It can effectively help consumers to choose garments from the Internet. Compared with other prediction methods, the proposed method is more robust and interpretable owing to its capacity to treat uncertainty. This paper presents an original method for predicting one or several relevant product profiles from the similarity degree between a specific consumer profile and a successful cases database.

Systematic Literature Review on Consumer Motivations Regarding Luxury

Purpose: The luxury industry is undergoing rapid changes owing to emerging technologies and social environments. This has resulted in changes in consumer perceptions, motivations, and behaviors. Thus, this study aims to understand the current advances related to consumer motivations towards luxury to advance the latest consumer profiles and behavior models in such a complex and rapidly changing context. Design/methodology/approach: The Scopus database was thoroughly searched for academic journal articles published in English related to consumer motivation for luxury products. A total of 141 articles were initially collected, and the abstracts of all articles were manually reviewed to verify their relevance. Irrelevant, incomplete, or duplicate articles were excluded, resulting in 119 articles for further analysis and synthesis. Findings: Four major themes based on research characteristics and analysis details were explored: (1) general consumer motivation, (2) motivation of different consumer groups, (3) motivation in different luxury product or service categories, and (4) brand strategy and the brandconsumer relationship. A holistic framework is proposed based on these themes to better understand consumer motivation in the luxury industry. Originality: Despite several studies on consumer motivation in the luxury industry, no comprehensive analysis has synthesized the two. This study aims to address this gap by conducting a systematic literature review.

The consumption of pornography in adolescents and young people: a gender perspective analysis of the characteristics and profiles of consumers

The concept of new pornography refers to those pornographic contents easily available on the Internet, free and unlimited. The general objective of this article is to analyze the consumption of new pornography by young people and adolescents, determining the profile and analyzing the characteristics of the people who consume it. For this, it is based on a study carried out during the year 2020 in Tenerife (Spain) to a total of 2,432 young people and adolescents, of which 49.6% were women and 50.4% were men aged between 15 and 30 years. The methodology used replicated that of the research carried out by Dr. Ballester, professor of the University of the Balearic Islands, based on a questionnaire that collected sociodemographic data, the affective sexual education received and the consumption of pornography in the last month. The results show, on the one hand, that consumption is carried out mainly by young men (70.3% compared to 24.7% of women) who solve their sexual doubts through the Internet and share it with their friends. On the other hand, regarding the characteristics of the consumers, it is mostly a weekly or daily consumption and that they share it with friends. Both in Dr. Ballester's work and in this one, as well as in other national and international studies, there are coincidences in the results. The consumption of pornography by young people has consequences that must be analyzed in depth, although studies already point out the repercussion it has on the increase in sexual violence and the demand for prostitution. So, pornography is a school of inequality where young men and adolescents are socialized into violent attitudes towards women.

Machine Learning Algorithms for Slow Fashion Consumer Prediction: Theoretical and Managerial Implications

Purpose: To compare, propose, and discuss the implications of five machine learning algorithms for predicting Slow fashion consumer profiles. Methodology/approach: We use the Python programming language to build the models with scikit-learn libraries. We tested the potential of five algorithms to correct classifier Slow fashion consumers: I) extremely randomized trees, II) random forest, III) support vector machine, IV) gradient boosting Tree, and V) naïve bayes. Originality/Relevance: This paper's originality lies in its combination of sustainability concerns, consumer behavior analysis, and machine learning techniques. It addresses a critical issue in the fashion industry and offers practical implications that can be beneficial for companies seeking to align their practices with Slow fashion principles. This interdisciplinary approach makes it a relevant contribution to both academia and industry. Key findings: The performance metrics revealed satisfactory values for all algorithms. Nevertheless, the support vector machine presents a better precision (96%) on the dataset for Slow fashion consumer profiling, while random forest performs the worst (87%). Theoretical/methodological contributions: We understood that the model can be helpful for companies that wish to adopt more targeted and practical approaches in the context of Slow fashion, allowing them to make more informed and strategic decisions. Therefore, these insights can guide future research in optimizing machine learning applications for consumer behavior analysis and provide valuable guidance for fashion marketers seeking to enhance their targeting and engagement strategies.