engleski

Consumers’ susceptibility to reference group influence: a segmentation analysis

The purpose and main objective of this study is to find out whether the individuals' susceptibility to reference group influence could serve as the bases for market segmentation. Empirical research was carried out on the sample of 250 respondents in the Split-Dalmatian County. To identify segments, cluster analysis was used. Three customers segments were identified named: “ independent” , “ neutral” and “ dependent – directed by others” . For better description of separated segments the socio-demographic variables as well as social comparison and personality variables are also included in the analysis. The research results indicate that consumers belonging to the particular segments require separate advertising strategies. For that purpose, some suggestions for each segment are proposed.

consumers ; market segmentation ; reference group influences ; marketers

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