Segmenting women fashion magazine readers based on reasons of buying, fashion involvement and age: a study in the Turkish market
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초록
The objective of this study is to understand why women buy fashion magazines and tocluster them accordingly. Hence fashion magazine consumers are clustered into groupsbased on why they buy fashion magazines, their fashion involvement levels, and theirages. According to the findings of the study, the reasons why women buy fashionmagazines may be defined under 13 dimensions. Moreover, three distinct clusters arefound and labeled as “Young occasional buyers interested in being informed ondifferent styles and brands”; “Elder deal-prone low-fashion-involved buyers interestedin current events and assessments on current events”; and “Settled high-fashioninvolvedregular magazine buyers interested both in trends and in content, design andvisuality of magazines.” All three clusters are distinct and thus should be subject todifferent marketing strategies. The study is significant because although fashionmagazines are one of the most important distribution channels for fashion marketing,research on them is very limited. Moreover, this research will offer insight both forfashion magazine marketers, who will be able to determine marketing strategiesaccording to the varying clusters formed, and for academicians who are interested infashion marketing.
Abstract
The objective of this study is to understand why women buy fashion magazines and tocluster them accordingly. Hence fashion magazine consumers are clustered into groupsbased on why they buy fashion magazines, their fashion involvement levels, and theirages. According to the findings of the study, the reasons why women buy fashionmagazines may be defined under 13 dimensions. Moreover, three distinct clusters arefound and labeled as “Young occasional buyers interested in being informed ondifferent styles and brands”; “Elder deal-prone low-fashion-involved buyers interestedin current events and assessments on current events”; and “Settled high-fashioninvolvedregular magazine buyers interested both in trends and in content, design andvisuality of magazines.” All three clusters are distinct and thus should be subject todifferent marketing strategies. The study is significant because although fashionmagazines are one of the most important distribution channels for fashion marketing,research on them is very limited. Moreover, this research will offer insight both forfashion magazine marketers, who will be able to determine marketing strategiesaccording to the varying clusters formed, and for academicians who are interested infashion marketing.
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