Food- and situation-specific lifestyle segmentation of kitchen appliance market

Purpose - The primary purpose of this research is to draw out in-depth lifestyle characteristics which can be used in new product development and marketing To achieve this goal, this research aims to explore US female household consumers' lifestyle structures regarding food-related AIO and identify the values that discriminate best among different consumer segments Design/methodology/approach - A total of 518 US female consumers aged between 20 and 05 participated based on multi-stage stratified random selection of age The cluster analysis was performed to identify meaningful segments Findings - Six segments of Wellbeing-oriented, Social- and dining-oriented, Family-oriented, Innovation- and action-oriented, Price-conscious, and Convenience-oriented were found These segments show differences in motivation for buying kitchen appliances, evaluation of quality aspect of foods, consumption situations, and in socio-demographic characteristics Research limitations/implications - These results Identify that a product-specific lifestyle helps one to understand the market better than product function even in a technology-oriented industry. Consumer electronics companies should concentrate on their potential target market and understand their specific needs. Originality/value - The study found that refined and modified AIO-based research is effective in terms of consumer lifestyle analysis In addition, employing the combination of multivariate analytical techniques made it possible to attain the major objectives of the study