Furniture-related lifestyle segments in Russia
Häkämies, Lotta (2004)
Kuvaus
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Tiivistelmä
The aim of the study was to analyse furniture-related lifestyle among Russian consumers and investigate whether there can be distinguished segments based on how Russian consumers relate value to furniture. The concept of consumption-related lifestyle was clarified and it was analysed how consumers relate value to products. The means-end chains were discussed. The role of furniture in the lives on individuals and furnishing related values were explored. The furnishing related values were combined with the theories of consumption-related lifestyle, resulting in a model of furniture-related lifestyle. The different bases and strategies for segmentation were also explored. The features of Russian consumers and their consumption styles were analysed. It was also discussed how these features might affect the furniture purchases of Russian consumers.
The empirical part of the study analysed the furniture-related lifestyle in Russia, and the aim was to create a typology of Russian consumers based on their furniture-related lifestyle. A quantitative study was performed in St. Petersburg. Total of 179 consumers were interviewed. The questionnaire consisted of 9 demographic questions and 69 items, which measured the furniture-related lifestyle of Russians. The data was analysed by SPSS for Windows -statistical program. The main analysis methods used were factor analysis and cluster analysis.
The main findigs of the study were 16 dimensions, which differentiate the furniture consumers in St. Petersburg from each other. From the basis of these dimensions four segments were formed. These segments are Pleasure-seeking Traditionalists, Pleasure-seeking Modernists, Individualists and Status-seekers.
The empirical part of the study analysed the furniture-related lifestyle in Russia, and the aim was to create a typology of Russian consumers based on their furniture-related lifestyle. A quantitative study was performed in St. Petersburg. Total of 179 consumers were interviewed. The questionnaire consisted of 9 demographic questions and 69 items, which measured the furniture-related lifestyle of Russians. The data was analysed by SPSS for Windows -statistical program. The main analysis methods used were factor analysis and cluster analysis.
The main findigs of the study were 16 dimensions, which differentiate the furniture consumers in St. Petersburg from each other. From the basis of these dimensions four segments were formed. These segments are Pleasure-seeking Traditionalists, Pleasure-seeking Modernists, Individualists and Status-seekers.