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| Type | Master's Thesis |
| Scope | Discipline-based scholarship |
| Title | Values and their associated consequences: An empirical Analysis |
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| Institution | University of Zurich |
| Faculty | Faculty of Business, Economics and Informatics |
| Date | 2016 |
| Abstract Text | Both researchers and marketers have discussed market segmentation extensively in the past. Values have gained increasing interest in market research, but so far market segmentation schemes have rarely been based on values and applied to children. This thesis bases a cluster analysis on Schwartz’ four value dimensions and aims at find sophisticated cluster solutions. A hybrid cluster solution reveals that market segmentation schemes based on Schwartz’ theory provide insightful and domain-independent clusters for adults as well as children. Clustering their customers based on value structures can help marketers identify consumers who share the same values as a brand or product. Moreover, the consumption behavior of consumers in different clusters within an age group was compared to analyze whether consumers with different value structures also possess different consumer behavior. Findings show that values indeed influence consumer behavior, although the influence is not as strong as could be expected. Furthermore, the value structures of different age groups were compared to see how they differ to each other. The results imply that value structures of children become relatively stable around the age of eight and are very similar to that of adults. Lastly, results of an international comparison imply significant differences in both the value structures and consumption behavior, which provides important insights for international companies. |
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