Profiling gifters via a psychographic segmentation analysis: insights for retailers
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 30 March 2021
Issue publication date: 29 September 2021
Abstract
Purpose
The aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify differences among the groups regarding their gift-purchasing behavior.
Design/methodology/approach
Based on the data from 193 participants, the authors seek to identify and profile unique consumer segments (gifters) generated from the four psychographic consumption traits. Second, once the segments are established, the authors analyze how the segments differ across 16 unique gift-purchasing behaviors.
Findings
The data generated four distinct consumer segments: experiential gifters, considerate gifters, convenience gifters and astute gifters. Across the segments, there were differences in their gift consumption behavior (e.g. time/effort spent, desire for customization, gift presentation, derived joy, purchasing frequency, eco-friendliness, seeking assistance, regifting and more).
Research limitations/implications
US-based sample was collected via an online panel in January; this may restrict the generalizability of the research, given that gift consumption customs may vary across different countries. Thus, future research should include participants from other geographic regions to increase the external validity of the research.
Practical implications
Retail managers can use this knowledge to devise marketing strategies focused on the gift-purchasing behaviors of each group.
Originality/value
Segmenting clusters based on differences in consumption traits provides insights to retailers looking to build a competitive advantage, particularly in a gift purchasing context.
Keywords
Acknowledgements
Funding: This research study was funded by the Ted Rogers School of Management (Ryerson) Internal grant.
Citation
Quach, X. and Lee, S.H.(M). (2021), "Profiling gifters via a psychographic segmentation analysis: insights for retailers", International Journal of Retail & Distribution Management, Vol. 49 No. 10, pp. 1391-1410. https://doi.org/10.1108/IJRDM-10-2020-0420
Publisher
:Emerald Publishing Limited
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