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Persönlichkeitsmerkmale als Segmentierungsvariablen: Eine empirische Studie
[Personality traits for market segmentation: An empirical study]

Author

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  • Friederike Paetz

    (TU Clausthal)

Abstract

Zusammenfassung Klassischen Segmentierungsvariablen wie Demografie oder Psychografie wird häufig die Fähigkeit Präferenzheterogenität widerzuspiegeln abgesprochen. Daher werden zunehmend Conjoint-basierte Segmentierungsverfahren eingesetzt, die Personen präferenzbasiert klassifizieren. Im Rahmen der psychografischen Segmentierung wurden mit Wertevorstellungen und Lifestyle bisher jedoch nur zwei Variablentypen tiefergehend untersucht. Persönlichkeitsmerkmale wurden hingegen kaum betrachtet. Dieser Beitrag zeigt anhand einer empirischen Studie, dass Persönlichkeitsmerkmale, die über das Five-Factor Modell operationalisiert werden, sehr wohl ein diskriminatorisches Potential aufweisen. Dies differenziert die pauschale Aussage der Nicht-Eignung psychografischer Variablen zur Segmentierung.

Suggested Citation

  • Friederike Paetz, 2016. "Persönlichkeitsmerkmale als Segmentierungsvariablen: Eine empirische Studie [Personality traits for market segmentation: An empirical study]," Schmalenbach Journal of Business Research, Springer, vol. 68(3), pages 279-306, August.
    • Handle: RePEc:spr:sjobre:v:68:y:2016:i:3:d:10.1007_s41471-016-0015-8
    DOI: 10.1007/s41471-016-0015-8
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    References listed on IDEAS

    as
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