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Segmentation of inhabitants in place marketing: the case of karelian towns

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  • Kirill Rozhkov

    (Higher School of Economics (Russia), Faculty of Management, Department of Company Marketing, professor)

Abstract

Inhabitants become the important target group of place marketing along with other place consumers. The problem of defining criteria for the attractiveness of places for different inhabitants and classification of factors is one of the most important for the marketing policies aimed at development of local communities. The paper shows that a combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) may be considered as the main characteristic of a place market segment that determines its distinctive attributes. Based on these criteria, the heuristic monothetic 3-dimensional typology of market segments and the hypothetic classification of distinctive characteristics of the Russian place market segments were developed.The combination of three demographic indicators (emigration, birth rate, difference of general birth rates, and emigration of natives - in accordance with the criteria of place attractiveness) were selected to estimate the place consumers’ behavior in the segments. The results of the empirical study partially confirm developed theoretical typologies. In addition, they allow concluding that both tangible and “intangible” attributes of places can have an impact on the behavior of inhabitants as place consumers. This paper also shows that all of the studied attributes depend on market segments, which towns occupy. Study results are important for marketing analysis and marketing policy of Russian towns.

Suggested Citation

  • Kirill Rozhkov, 2012. "Segmentation of inhabitants in place marketing: the case of karelian towns," HSE Working papers WP BRP 02/MAN/2012, National Research University Higher School of Economics.
  • Handle: RePEc:hig:wpaper:02man2012
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    File URL: http://www.hse.ru/data/2012/12/27/1304328323/02MAN2012.pdf
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    Cited by:

    1. Kirill Rozhkov, 2013. "Residential satisfaction in place market segments," HSE Working papers WP BRP 06/MAN/2013, National Research University Higher School of Economics.
    2. Kirill Rozhkov, 2013. "Beneficiaries of a place: whose life is better?," HSE Working papers WP BRP 05/MAN/2013, National Research University Higher School of Economics.

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    More about this item

    Keywords

    place marketing; place attractiveness; inhabitants; place market segment;
    All these keywords.

    JEL classification:

    • J19 - Labor and Demographic Economics - - Demographic Economics - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • R10 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - General
    • R23 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Household Analysis - - - Regional Migration; Regional Labor Markets; Population

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