Lifestyle segmentation: mobile phone purchase vis-à-vis consumption decision
Abstract
Prior studies intensively rely on lifestyle segmentation to investigate the patterns of purchase and consumption decisions. However, the literature does not specifically relate lifestyle profiles with the types of consumer decisions (i.e., purchasing vs. consumption decisions). Therefore, this research analyzed the issue by surveying 626 residents of Salatiga city, Indonesia, as the participants through self-administered questionnaires. By analyzing the data with factor, cluster, and chi-square analysis, this paper demonstrated that purchase decisions (i.e., the choice of brand name and country of origin) are not associated with lifestyle segments, while consumption decisions differ among the segments. Meanwhile, lifestyle is more likely associated with enduring (i.e., consumption decisions) than occasional behaviors (i.e., purchase decisions) such as the purchase of a mobile phone and its related services.
Keyword : lifestyle profile, factor analysis, cluster analysis, brand name, country of origin
How to Cite
Nugraha, A. K. N. A., Silintowe, Y. B. R., & Paramita, E. L. (2022). Lifestyle segmentation: mobile phone purchase vis-à-vis consumption decision. Business: Theory and Practice, 23(1), 14–25. https://doi.org/10.3846/btp.2022.13687
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Gardner, B. (2015). A review and analysis of the use of ‘habit’ in understanding, predicting and influencing health-related behaviour. Health Psychology Review, 9(3), 277–295. https://doi.org/10.1080/17437199.2013.876238
George-Ufot, G., Qu, Y., & Orji, I. J. (2017). Sustainable lifestyle factors influencing industries’ electric consumption patterns using Fuzzy logic and DEMATEL: The Nigerian perspective. Journal of Cleaner Production, 162, 624–634. https://doi.org/10.1016/j.jclepro.2017.05.188
Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (2010). Multivariate data analysis. Pearson Prentice Hall Upper Saddle River, NJ.
Hamka, F., Bouwman, H., De Reuver, M., & Kroesen, M. (2014). Mobile customer segmentation based on smartphone measurement. Telematics and Informatics, 31(2), 220–227. https://doi.org/10.1016/j.tele.2013.08.006
Harcar, T., & Kaynak, E. (2015). The impact of country-of-origin and ethnocentrism: An experimental study of consumer taste preferences for soft drinks at cross-cultural level. Journal of Euromarketing, 24(2–3), 120–131. https://doi.org/10.9768/0024.02-3.120
Hassan, S. H., Ramayah, T., Mohamed, O., & Maghsoudi, A. (2015). E-Lifestyle conceptualization: Measurement model validation using variance based structural equation modeling (SEM-PLS). Modern Applied Science, 9(2), 307–319. https://doi.org/10.5539/mas.v9n2p307
Jadczakova, V. (2010). Evaluation and analysis of questionnaire lifestyle segmentation. Department of Statistics and Operation Analysis. Mendel University.
James, A., Ravichandran, S., Chuang, N. K., & Bolden, E. (2017). Using lifestyle analysis to develop lodging packages for staycation travelers: An exploratory study. Journal of Quality Assurance in Hospitality and Tourism, 18(4), 387–415. https://doi.org/10.1080/1528008X.2016.1250240
Jang, J.-S. (2017). The comparative study on the purchase of convenience foods according to the food-related lifestyle in Chinese students. The Korean Journal of Food Nutrition, 30(1), 105–111. https://doi.org/10.9799/ksfan.2017.30.1.105
Jang, J. Y., Han, K., Shih, P. C., & Lee, D. (2015). Generation like: Comparative characteristics in Instagram. In Proceedings of the 33rd Annual ACM Conference on Human Factors in Computing Systems, 4039–4042. https://doi.org/10.1145/2702123.2702555
Kim, M.-J., & Park, J. (2014). Mobile phone purchase and usage behaviours of early adopter groups in Korea. Behaviour & Information Technology, 33(7), 693–703. https://doi.org/10.1080/0144929X.2013.796001
Kim, M., & Kim, C. (2020). Lifestyle and travel motivation of the elderly in South Korea: Baseline characteristics and the relationship between demographic factors. International Journal of Hospitality & Tourism Administration, 21(2), 141–164. https://doi.org/10.1080/15256480.2018.1464417
Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the people’s Republic of China. Journal of Marketing, 62(1), 89–100. https://doi.org/10.1177/002224299806200108
Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country-of-origin perceptions: A cross-cultural investigation. International Marketing Review, 17(2), 127–145. https://doi.org/10.1108/02651330010322615
Krishnan, J. (2011). Lifestyle – A tool for understanding buyer behavior. International Journal of Economics and Management, 5(1), 283–298.
Leung, L., & Chen, C. (2017). Extending the theory of planned behavior: A study of lifestyles, contextual factors, mobile viewing habits, TV content interest, and intention to adopt mobile TV. Telematics Informatics, 34(8), 1638–1649. https://doi.org/10.1016/j.tele.2017.07.010
Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516–1522. https://doi.org/10.1016/j.jbusres.2011.10.019
Mackay, M. M., & Weidlich, O. (2013). Australian mobile phone lifestyle index. AIMIA-The Digital Industry Association of Australia. http://www.sponsor-ed.com.au/app/webroot/uploaded_files/media/Ampli%202013%20Report_Final_October%2024.pdf
Mahika, E.-C. (2011). Current trends in tourist motivation. Cactus Tourism Journal, 2(2), 15–24.
Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Common method variance in is research: A comparison of alternative approaches and a reanalysis of past research. Management Science, 52(12), 1865–1883. https://doi.org/10.1287/mnsc.1060.0597
McFadden, C. (2018). A chronological history of social media. Interesting Engineering. https://interestingengineering.com/achronological-history-of-social-media
Mundfrom, D. J., Shaw, D. G., & Ke, T. L. (2005). Minimum sample size recommendations for conducting factor analyses. International Journal of Testing, 5(2), 159–168. https://doi.org/10.1207/s15327574ijt0502_4
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Nie, C., & Zepeda, L. (2011). Lifestyle segmentation of US food shoppers to examine organic and local food consumption. Appetite, 57(1), 28–37. https://doi.org/10.1016/j.appet.2011.03.012
Niezgoda, A., & Kowalska, K. (2020). Sharing economy and lifestyle changes, as exemplified by the tourism market. Sustainability, 12(13), 5351. https://doi.org/10.3390/su12135351
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
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Sammut‐Bonnici, T. (2015). Brand and branding. In Wiley Encyclopedia of Management (pp. 1–3). Wiley. https://doi.org/10.1002/9781118785317.weom120161
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