Psikografik pazar bölümleme: Markalar için ne zaman uygulanabilirdir?

Lifestyle market segmentation is one of the leading concepts associated with segmentation literature in general which has an increased popularity in the last decades. So many research attempts have been published on this subject mainly aiming to define the lifestyle segments on a given product/service market in a positivist look. But, there is a lack of research interest on the normative look of lifestyle segmentation efficiency across different product categories to have a guidance for the brands regarding when to implement lifestyle segmentation for which product types and for which consumer groups. Thus, this research aimed to define a formulation to understand the effectiveness of lifestyle segmentation for the brands. By a cross categorical analysis, consumers of four different product categories have been reached by this research using an on-line questionnaire and the relationships through lifestyle segments exposed by using AIO scale, the brand value perceptions of these segmented consumers and their purchase intention variation were analysed to clarify a segmentation roadmap for brands. As a result, it was found out that the lifestyle segmentation could not be defined as the main driver of purchase intention while consumer's perceived values which are partially affected by the lifestyle market segments significantly affect the purchase intention and this effect varies by different product categories.