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DEVELOP A MARKET SEGMENTATION TOOL, BASED ON CONSUMER BEHAVIOR AND MOTIVATION
Abstract
The market segmentation tool is an additional methodology during the in-store field studies with psycho-physiological parameters. During the in-store measurements, it is frequently necessary to segment and profile participants. This methodology is based on the Limbic Type® system that performs segmentation according to the motivations of purchase decisions. Paper based questionnaire and the participants’ verbal feedback were used for the scales pilot testing (n=80). The final scales constructions were tested with on-line questionnaire. (n=487) The consistency of the final scale construction was tested by longitudinal examination, by paper-based data collection process. (n=233) The concurrent validity examination of the final scale occurred by the 7-item Sensation Seeking Scale measurement tool (SSS-7-HU) valid in Hungary. Concerning the people surveyed, the tool to be prepared had to provide quickness and require only a low level of mental effort and concentration, while on the other hand, for the researcher performing the analysis the simple way and short time of evaluation was of interest. The easiness of application is a significant issue, because it is not intended to be used as a „main” measurement tool. An easy-to-use tool was created, (items n=25) because the important aspects were filled in automatically.
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