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A segmentation study of cinema consumers based on values and lifestyle

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  • Díaz, Asunción
  • Gómez, Mar
  • Molina, Arturo
  • Santos, Jesús

Abstract

The objective of this study is to analyse the segments of cinemagoers in a shopping centre based on their values ​​and lifestyle. Hierarchical segmentation techniques are used to identify different groups of consumers. Specifically, four segments are obtained from a sample of 391 participants, and the variation among the segments in the frequency of leisure activities in the shopping centre is analysed. The results contribute to the body of theoretical and empirical literature regarding the segmentation of customers at shopping centres. The conclusions and recommendations for managers of shopping centres highlight the importance of executing different strategies for each segment.

Suggested Citation

  • Díaz, Asunción & Gómez, Mar & Molina, Arturo & Santos, Jesús, 2018. "A segmentation study of cinema consumers based on values and lifestyle," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 79-89.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:79-89
    DOI: 10.1016/j.jretconser.2017.12.001
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    References listed on IDEAS

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    3. Piyush Tiwari & Masayuki Doi & Tetsu Kawakami, 2006. "Analysis Of Household Leisure And Shopping Behavior In Ibaraki Prefecture, Japan," Review of Urban & Regional Development Studies, Wiley Blackwell, vol. 18(2), pages 165-178, July.
    4. Manuel Cuadrado & Marta Frasquet, 1999. "Segmentation of Cinema Audiences: An Exploratory Study Applied to Young Consumers," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 23(4), pages 257-267, November.
    5. Charles E. Gengler & Michael S. Mulvey, 2017. "Planning pre-launch positioning: Segmentation via willingness-to-pay and means-end brand differentiators," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 230-249, May.
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    Cited by:

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    2. Ahani, Ali & Nilashi, Mehrbakhsh & Yadegaridehkordi, Elaheh & Sanzogni, Louis & Tarik, A. Rashid & Knox, Kathy & Samad, Sarminah & Ibrahim, Othman, 2019. "Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 331-343.
    3. Palomba, Anthony, 2020. "Consumer personality and lifestyles at the box office and beyond: How demographics, lifestyles and personalities predict movie consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Lewlisa Saha & Hrudaya Kumar Tripathy & Soumya Ranjan Nayak & Akash Kumar Bhoi & Paolo Barsocchi, 2021. "Amalgamation of Customer Relationship Management and Data Analytics in Different Business Sectors—A Systematic Literature Review," Sustainability, MDPI, vol. 13(9), pages 1-35, May.

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