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A segmentation study of cinema consumers based on values and lifestyle

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  • Díaz, Asunción
  • Gómez, Mar
  • Molina, Arturo
  • Santos, Jesús

Abstract

The objective of this study is to analyse the segments of cinemagoers in a shopping centre based on their values ​​and lifestyle. Hierarchical segmentation techniques are used to identify different groups of consumers. Specifically, four segments are obtained from a sample of 391 participants, and the variation among the segments in the frequency of leisure activities in the shopping centre is analysed. The results contribute to the body of theoretical and empirical literature regarding the segmentation of customers at shopping centres. The conclusions and recommendations for managers of shopping centres highlight the importance of executing different strategies for each segment.

Suggested Citation

  • Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:79-89
    DOI: 10.1016/j.jretconser.2017.12.001
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    References listed on IDEAS

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    1. Gilboa, Shaked, 2009. "A segmentation study of Israeli mall customers," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 135-144.
    2. Cai, Yuanfeng & Shannon, Randall, 2012. "Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers," Australasian marketing journal, Elsevier, vol. 20(1), pages 37-47.
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    4. Manuel Cuadrado & Marta Frasquet, 1999. "Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 23(4), pages 257-267, November.
    5. Charles E. Gengler & Michael S. Mulvey, 2017. "Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 230-249, May.
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    Cited by:

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