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2020 | OriginalPaper | Chapter

8. Characterizing and Profiling Responsible Consumer Segments

Authors : Karnika Gupta, Narendra Singh

Published in: Consumption Behaviour and Social Responsibility

Publisher: Springer Nature Singapore

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Abstract

This chapter undertakes on profiling segments of consumers and fulfils objective six. The variables used for profiling are displayed in 8.1. Sections 8.2 and 8.3 obtain consumer membership in the segments based on the profiling variables. Lastly, Sect. 8.4 integrates various features of responsible consumers that differentiate them from their correspondents. The profile of responsible consumers reveals that people here are aged, highly educated, academically insightful, non-business academics, the earning people, married, and parents. These people are the members of joint but medium-sized families, get high support of their family members, and are not much wealthier. People here are found to be the followers of Sikh and Hindu religions. Also, they think objectively, give importance to society, are self-guided, and believe in collective working.

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Footnotes
1
The total of frequencies in each category is 983 since the data for 17 respondents who were misclassified into identified segments in the discriminant analysis are removed in this part. Contrary to it, the total for the categories of variables ‘parenthood’ and ‘years of marriage’ is 455 as it is obvious that only the married ones are the respondents here.
 
2
Expected count in each cell assumes that there is no association between the two variables of interest and mathematically Chi-square value than becomes zero stating no association or dependence. Therefore, if these frequencies are remarkably different from observed frequencies, a dependence relationship may be achieved with Chi-square significance.
 
3
Percentage deviation is the measure of the degree to which an observed Chi-square cell frequency (observed frequency) differs from the value that would be expected on the basis of the null hypothesis (expected frequency). The resulting value is then given a positive sign if the observed count is greater than expected and a negative sign if the reverse is true. Statistically, [{(O − E)/E} × 100].
 
4
The standardized residual for a cell in a Chi-square table is a version of the standard normal deviate. The Chi-square value that results from a Chi-square analysis is equal to the sum of the squares of the standardized residuals. Statistically, [{O − E}/{SQRT(E)}].
 
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Metadata
Title
Characterizing and Profiling Responsible Consumer Segments
Authors
Karnika Gupta
Narendra Singh
Copyright Year
2020
Publisher
Springer Nature Singapore
Book
Consumption Behaviour and Social Responsibility

Print ISBN: 978-981-15-3004-3

Electronic ISBN: 978-981-15-3005-0

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-981-15-3005-0_8