Segmenting for complexity: persuading people to buy what they don't understand

Taylor-West, Paul; Saker, Jim; Champion, Donna

doi:10.1080/0965254x.2013.790470

Cited by 1 publication

(2 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The literature highlights a preference for manufacturers to use product positioning based on lifestyles in their marketing communications, rather than product information, despite the evidence that complex innovations are often sidestepped or ignored because they are not understood (Berlyne, 1978;Rogers, 1995;Chapman, 2005;Silvia, 2005;Kasabov, 2015). The literature shows that marketing in general strives to position the product in the mind of the consumer, by generating illusions and manipulating the notions of what is possible, yet consumers will not buy what they do not understand (Gibson, 2010;Taylor-West et al, 2013).…”

Section: Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Market segmentation strategies for complex automotive products

Taylor-West

Saker

Champion

2018

Journal of Strategic Marketing

Self Cite

View full text Add to dashboard Cite

With the advent of 'big data' the purpose of this empirical study was to take the opportunity to rethink conventional market segmentation strategies. This is particularly relevant for the automotive industry which is going through a period of rapid change with advanced technologies such as electric powered and autonomous vehicles, creating increased concerns as to how this complexity is communicated effectively. A mixed methods approach was utilised to collect data from multiple sources, incorporating in-depth discussion groups, semi-structured interviews, an online survey and data collection of communication processes through the attendance of new car product launches. The results suggest that marketing departments should rethink their data capture methods to collect more relevant consumer information, not the contemporary trend of needs, attitude and motivation variables that are difficult to identify and collect, but basic information on their level of familiarity with products through previous experience and exposure. The basic dimensions identified are characterised by a consumer's expertise, involvement and familiarity with a product. The findings are synthesised into a theoretical framework to define differing levels of product complexity, which would enable manufacturers to provide more closely defined market segmentation strategies when communicating new product information.

show abstract

Section: Developmentmentioning

confidence: 99%

“…Whatever choice the consumer has, success can only be achieved if they are able to understand the product. In helping people to make those choices the only way to fill that gap in their knowledge is by providing information that is relative to them (Rogers,1995;Taylor-West et al, 2013;Kasabov, 2015).…”

Section: Developmentmentioning

confidence: 99%