Birth order as a market segmentation variable

Birth order studies have an established history in the academic world just as demographics have an established history in marketing. Discusses how birth order may influence several socio-economic mechanisms and thereby influence select consumption behaviors. As a likely influence of certain consumpt...

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Veröffentlicht in:The Journal of consumer marketing 1995-08, Vol.12 (3), p.22-38
1. Verfasser: Claxton, Reid P.
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creator Claxton, Reid P.
description Birth order studies have an established history in the academic world just as demographics have an established history in marketing. Discusses how birth order may influence several socio-economic mechanisms and thereby influence select consumption behaviors. As a likely influence of certain consumption behaviors, birth order may be useful in segmenting certain markets. Offers a corporate advertising example to demonstrate the practical significance of investigating links among birth order, consumption, and market segmentation. Analysis of responses from 156 subjects who were shown the advertisement revealed birth order relationships. Few, if any, empirical studies currently link birth order, consumption, and segmentation, perhaps because of a priori convictions that such links do not exist. The time is at hand, however, to refute or confirm the existence of such links empirically. Offers five hypotheses for initiating research. Postulates characteristics of first borns, only children, middle borns and last borns with regard to selling. Discusses managerial implications.
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identifier ISSN: 0736-3761
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2052-1200
language eng
recordid cdi_gale_infotracacademiconefile_A18255186
source Emerald A-Z Current Journals
subjects 19th century
Advertising
Age
Birth order
Births
Brain research
Consumer behavior
Consumers
Correlation analysis
Demographic aspects
Demographics
Economic aspects
Ethnicity
Families & family life
Market segmentation
Market segments
Marketing
Studies
title Birth order as a market segmentation variable
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