Typology of Iranian Consumers based on Values System and Lifestyles: A Clustering Method

Subject Areas : Business Strategy

Zahra Saneian ¹ , seyed mohammad Tabatabai-Nasab ²

1 - Department of business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.
2 - Department of business Management, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.

Received: 2022-06-24 Accepted : 2022-09-11 Published : 2022-09-01

Keywords: Values, lifestyle, Clustering, Iranian consumers,

Abstract :

In recent decades, lifestyle has been one of the most important concepts in marketing, and management studies. Hence, this study aimed to identify the values and lifestyles of Iranian consumers. According to Cochran’s formula, 1580 people were selected as the statistical sample. Eighteen values were identified by examining the theoretical foundations and interviewing 77 Iranian citizens. The data collected by Likert-scale questionnaire were evaluated using R software, clustering method. Considering the importance of Iranian values, three clusters were identified: “normal lifestyle,” “phlegmatic lifestyle,” and “ideal lifestyle.” This study is one of the first attempts to create a general typology of Iranian consumers based on values and lifestyle and focusing on cultural, ideological and belief differences of Iranian consumers. Researchers are suggested to take advantage of the lifestyles identified in this research in order to identify and deeply understand the consumption behaviors specific to each style in different markets.

References:

Alilou, P., Saeednia, H. R., & Badi Zadeh, A. (2021). Studying the Effective Factors in Brand Value Creation from the Perspective of Customers, Organizations and Stakeholders (Case study: Iranian Textile Industry). Journal of System Management, 7(4), 23-47. https://doi.org/10.30495/JSM.2021.1943070.1548

Amaliah, I., Aspiranti, T., & Purnamasari, P. (2015). The impact of the values of Islamic religiosity to Islamic job satisfaction in Tasikmalaya West Java, Indonesia, Industrial Centre. Procedia-Social and Behavioral Sciences, 211, 984-991. https://doi.org/10.1016/j.sbspro.2015.11.131

Azami, M. M. (2016). Meta-analysis of factors affecting immediate purchase and customer typology based on purchasing style and presentation of SOR model, Masterʼs thesis, Yazd University, Iran.

Bazargan, A., Sarmad, Z., & Hejazi, E. (2013). Research methods in behavioral sciences. AGAH publication. Twenty-seventh edition.

Begunca, A. (2021). Using List of Values as Base of Beer Consumer Segmentation Based on Their Lifestyle-Case of Study City of Pristina. European Journal of Economics and Business Studies, 2(1), 172-189. https://doi.org/10.26417/ejes.v4i1.p171-188

Candan, F. B., & H. Kapucu. (2018). The effect of lifestyle on conspicuous consumption. In O. Ekşi & F. B. Candan (Eds.), Current debates in business studies, (15), 109–125. IJOPEC Publication Limited.

Cugh, P. (2020). Effect of Values and Life Style on Consumer Online Purchase Intention. Mukt Shabd Journal, 9(6), 1965-1969.

Dahana, W. D., Miwa, Y., & Morisada, M. (2019). Linking lifestyle to customer lifetime value: An exploratory study in an online fashion retail market. Journal of Business Research, 99, 319-331. https://doi.org/10.1016/j.jbusres.2019.02.049

Díaz, A., Gómez, M., Molina, A., & Santos, J. (2018). A segmentation study of cinema consumers based on values and lifestyle. Journal of Retailing and Consumer Services, 41, 79-89. https://doi.org/10.1016/j.jretconser.2017.12.001

Erol, K. K. (2021). Consistency of Sustainable Consumption with Values and Lifestyle in Post-Modern Tourists. Prizren Social Science Journal, 5(3), 23-40. https://doi.org/10.32936/pssj.v5i3.275

Hosseini, M., & Firouzi, F. (2015). Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity. Journal of System Management, 1(4), 1-13.

Husic-Mehmedovic, M., Cicic, M., & Agic, E. (2015). REGIONAL LIFESTYLE SEGMENTATION IN THE WESTERN BALKANS. South East European Journal of Economics and Business (Online), 9(2), 46-53. https://doi.org/10.2478/jeb-2014-0007

Ilter, B., Bayraktaroglu, G., & Ipek, I. (2017). Impact of Islamic religiosity on materialistic values in Turkey. Journal of Islamic Marketing. 8(4), 533-557. https://doi.org/10.1108/JIMA-12-2015-0092

Ivanova, T. N., Yushchenkо, N. A., Ibatova, A. Z., & Bahmani, A. (2021). The role of Islamic lifestyle on social security in Russia. HTS Teologiese Studies/Theological Studies, 77(1), 6. https://doi.org/10.4102/hts.v77i1.6637

Khorsandi-Fard, M., & Ismaeelzadeh, R. (2018). Green Sport Marketing Mix on Sportswear Consumers Purchasing Behavior. Journal of System Management, 4(1), 45-56.

Kim, M., & Kim, C. (2020). Lifestyle and travel motivation of the elderly in South Korea: baseline characteristics and the relationship between demographic factors. International Journal of Hospitality & Tourism Administration, 21(2), 141-164. https://doi.org/10.1080/15256480.2018.1464417

Kucukusta, D., & Denizci Guillet, B. (2016). Lifestyle segmentation of spa users: A study of inbound travelers to Hong Kong. Asia Pacific Journal of Tourism Research, 21(3), 239-258. https://doi.org/10.1080/10941665.2015.1025087

Liu, J., & Wilson, J. A. (2011). The impact of culture and religion on leadership and management training: a comparison of three continents. Jurnal Pengurusan, 33, 29-36.

Maney, K., & Mathews, S. (2021). A Study of the Impact of Lifestyle on Consumer Purchase Decision of Young Indians. AIMS International Journal of Management, 15(2), 89. https://doi.org/10.26573/2021.15.2.2

Niezgoda, A., & Kowalska, K. (2020). Sharing economy and lifestyle changes, as exemplified by the tourism market. Sustainability, 12(13), 5351. https://doi.org/10.3390/su12135351

Nugraha, A. K. N. A., Silintowe, Y. B. R., & Paramita, E. L. (2022). Lifestyle segmentation: mobile phone purchase vis-à-vis consumption decision. Business: Theory and Practice, 23(1), 14-25. https://doi.org/10.3846/btp.2022.13687

Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10-11), 1160-1166. https://doi.org/10.1016/j.jbusres.2006.03.008

Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115. https://doi.org/10.1016/j.ijhm.2016.06.007

Rehan, F., Block, J., & Fisch, C. (2019). Entrepreneurship in Islamic communities: How do Islamic values and Islamic practices influence entrepreneurship intentions?. Journal of Enterprising Communities: People and Places in the Global Economy, 13(5), 557-583. https://doi.org/10.1108/JEC-05-2019-0041

Romo-Muñoz, R., Romo-Muñoz, F., Dote-Pardo, J. S., & Troncoso-Sepúlveda, R. (2018). Incidence of psychographic variables on purchasing behavior in an emerging olive oil market. British Food Journal, 120(12), 2924-2936. https://doi.org/10.1108/BFJ-01-2018-0010

Sham, F. M., Shafi’e, S. Z., & Zahrin, S. N. A. (2015). Adolescent lifestyles in Malaysia. Mediterranean Journal of Social Sciences, 6(6 S1), 271-271.  https://doi.org/10.5901/mjss.2015.v6n6s1p271

Sharma, P., Singh, S., & Misra, R. (2020). Wine-related lifestyle segmentation in the context of urban Indian consumers. International Journal of Wine Business Research, 32(4), 503-522. https://doi.org/10.1108/IJWBR-05-2019-0036

Sukardani, P.S., Setianingrum, V.M. & Wibisono, A.B. (2018, October). Halal lifestyle: current trends in Indonesian Market. In 1st International Conference on Social Sciences (ICSS 2018) (pp. 334-339). Atlantis Press.
https://doi.org/10.2991/icss-18.2018.68

Wijaya, T., Darmawati, A., & Kuncoro, A. M. (2020). E-lifestyle confirmatory of Consumer Generation Z. International Journal of Advanced Computer Science and Applications, 11(10), 27-33.

Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services. Journal of consumer marketing, 27(3), 262-270. https://doi.org/10.1108/07363761011038338

Yeo, G. E., Cho, M. S., & Oh, J. (2020). Food-related lifestyle segmentation and beverage attribute'selection: toward understanding of sugar-reduced beverages choice. British Food Journal, 122(12), 3663-3677. https://doi.org/10.1108/BFJ-10-2019-0817

Yu, C. S. (2015). Construction and validation of an e‐lifestyle instrument. Internet Research, 21(3), 214–235. https://doi.org/10.1108/10662241111139282