IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v21y2017i4p425-435.html
   My bibliography  Save this article

Adolescents’ Market Segmentation: Using CSI as a Tool

Author

Listed:
  • Rashmi Singh
  • Janmejay Singh

Abstract

Purpose of this article: The study aims to examine the adolescents’ decision-making style and shopping orientation using consumer style inventory (CSI) as a segmentation tool. It proposes that adolescents’ decision-making styles are quite different from the adult consumers. Here, the researchers develop a typology that is based on the dimensions of CSI and its ability to predict the homogeneous cluster. Design/methodology/approach: The study is based on the clustering of adolescents on the basis of their decision-making styles. The study was carried out in India. A sample of 215 students has been taken. Factor analysis, cluster analysis which is followed by discriminant analysis, has been used in the study. Findings: The article provides a significant segmentation of adolescents’ market on the basis of their decision-making style. And at last in this article, we conclude that the adolescents have different decision-making styles than the adult consumers. Six out of eight dimensions of the Sproles and Kendall (1986) are relevant to the Indian adolescents. On the basis of these traits/styles, the adolescents are grouped into three different clusters, which are homogeneous and identifiable in nature. Originality/value: This article fulfils an identified need to study about the adolescents and how they have been clustered into different segments. The CSI is used as segmentation tool. This is the first study to segment the Indian adolescents market on the basis of their decision-making styles.

Suggested Citation

  • Rashmi Singh & Janmejay Singh, 2017. "Adolescents’ Market Segmentation: Using CSI as a Tool," Vision, , vol. 21(4), pages 425-435, December.
    • Handle: RePEc:sae:vision:v:21:y:2017:i:4:p:425-435
    DOI: 10.1177/0972262917733191
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262917733191
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262917733191?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Dittmar, Helga & Drury, John, 2000. "Self-image - is it in the bag? A qualitative comparison between "ordinary" and "excessive" consumers," Journal of Economic Psychology, Elsevier, vol. 21(2), pages 109-142, April.
    2. Peterson, Robert A, 1994. "A Meta-analysis of Cronbach's Coefficient Alpha," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 381-391, September.
    3. Furse, David H & Punj, Girish N & Stewart, David W, 1984. "A Typology of Individual Search Strategies among Purchasers of New Automobiles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(4), pages 417-431, March.
    4. Zhou, Joyce Xin & Arnold, Mark J. & Pereira, Arun & Yu, Jun, 2010. "Chinese consumer decision-making styles: A comparison between the coastal and inland regions," Journal of Business Research, Elsevier, vol. 63(1), pages 45-51, January.
    5. Bauer, Hans H. & Falk, Tomas & Hammerschmidt, Maik, 2006. "eTransQual: A transaction process-based approach for capturing service quality in online shopping," Journal of Business Research, Elsevier, vol. 59(7), pages 866-875, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Baljit Kaur & Jasveen Kaur & Shivendra Kumar Pandey & S. Joshi, 2023. "E-service Quality: Development and Validation of the Scale," Global Business Review, International Management Institute, vol. 24(5), pages 953-971, October.
    2. Xu, Xun & Munson, Charles L. & Zeng, Shuo, 2017. "The impact of e-service offerings on the demand of online customers," International Journal of Production Economics, Elsevier, vol. 184(C), pages 231-244.
    3. Joseph A. Cazier & Benjamin B. M. Shao & Robert D. St. Louis, 2007. "Sharing information and building trust through value congruence," Information Systems Frontiers, Springer, vol. 9(5), pages 515-529, November.
    4. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
    5. Shi Yin & Yuanyuan Yu & Nan Zhang, 2024. "The Effect of Digital Green Strategic Orientation On Digital Green Innovation Performance: From the Perspective of Digital Green Business Model Innovation," SAGE Open, , vol. 14(2), pages 21582440241, June.
    6. Magdalena Maciaszczyk & Artur Kwasek & Maria Kocot & Damian Kocot, 2022. "Determinants of Purchase Behavior of Young E-Consumers of Eco-Friendly Products to Further Sustainable Consumption Based on Evidence from Poland," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    7. Yoonsun Oh & Jungsuk Oh, 2017. "A critical incident approach to consumer response in the smartphone market: product, service and contents," Information Systems and e-Business Management, Springer, vol. 15(3), pages 577-597, August.
    8. Rami Zwick & Amnon Rapoport & Alison King Chung Lo & A. V. Muthukrishnan, 2003. "Consumer Sequential Search: Not Enough or Too Much?," Marketing Science, INFORMS, vol. 22(4), pages 503-519, October.
    9. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Maria Naether & Janine Stratmann & Christina Bendfeldt & Ludwig Theuvsen, 2015. "Wodurch wird die Arbeitszufriedenheit landwirtschaftlicher Arbeitnehmer beeinflusst?," Journal of Socio-Economics in Agriculture (Until 2015: Yearbook of Socioeconomics in Agriculture), Swiss Society for Agricultural Economics and Rural Sociology, vol. 8(1), pages 85-96.
    11. Kukar-Kinney, Monika & Ridgway, Nancy M. & Monroe, Kent B., 2012. "The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers," Journal of Retailing, Elsevier, vol. 88(1), pages 63-71.
    12. Chetan A. Jhaveri & Jitendra M. Nenavani, 2020. "Evaluation of eTail Services Quality: AHP Approach," Vision, , vol. 24(3), pages 310-319, September.
    13. Hufrish Majra & Rajan Saxena & Sumi Jha & Srinath Jagannathan, 2016. "Structuring Technology Applications for Enhanced Customer Experience: Evidence from Indian Air Travellers," Global Business Review, International Management Institute, vol. 17(2), pages 351-374, April.
    14. Claudia Seabra & Luis Filipe Lages & Jose Luis Abrantes, 2003. "The infosource scale: a measure to assess the importance of external tourism information sources," Nova SBE Working Paper Series wp440, Universidade Nova de Lisboa, Nova School of Business and Economics.
    15. Catherine Viot & André Le Roux & Florence Kremer, 2014. "Attitude towards the purchase of counterfeits: Antecedents and effect on intention to purchase," Post-Print halshs-02530136, HAL.
    16. Singh, Sonika & Ratchford, Brian T. & Prasad, Ashutosh, 2014. "Offline and Online Search in Used Durables Markets," Journal of Retailing, Elsevier, vol. 90(3), pages 301-320.
    17. Le Thanh Tiep & Ngo Quang Huan & Tran Thi Thuy Hong, 2020. "The Impact of Renewable Energy on Sustainable Economic Growth in Vietnam," International Journal of Energy Economics and Policy, Econjournals, vol. 10(6), pages 359-369.
    18. Herjanto, Halimin & Amin, Muslim & Purington, Elizabeth F., 2021. "Panic buying: The effect of thinking style and situational ambiguity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Carmen Berne-Manero & Maria Gómez-Campillo & Mercedes Marzo-Navarro & Marta Pedraja-Iglesias, 2018. "Reviewing the Online Tourism Value Chain," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, August.
    20. Patrick Kunle Adeosun LADIPO & Ismail Tubosun AREBI & Olushola Solomon AKEKE & Babatunde BISIRIYU, 2021. "Effect Of Customer Service On Corporate Competitive Advantage In The Nigerian Telecoms Service Industry," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 212-229, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:21:y:2017:i:4:p:425-435. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.