Objectives of the research This article proposes a new segmentation approach based on social representations and shows the advantages of this criterion compared to those generally used by the profession: desired benefits, socio-demographic and lifestyle. • Methodology The authors rely on the theory of social representations and more precisely the conceptual approaches of the central core of Abric and socio-dynamics of Doise. The aim is to search for the most salient elements of social representations and then identify those that best characterize each market segment. Finally, the latter are characterized, ex post, by socio-demographic and behavioural criteria. The application focuses on the bread market with a sample of 570 people. • Results The research leads to identify segments with different representations according to consumption patterns, habits, opinions, desired benefits, but also age, gender and level of consumption. • Managerial/societal implications A segmentation by social representations better guides managers in their decision making, particularly on the most salient elements to be taken into account to target each segment. The results show that any action that moves away from the central core is doomed to failure. • Originality The theory of social representations responds better to the main limitations observed during segmentation according to the three main classical criteria used by the profession. • Keywords : social representations, segmentation, central core theory, free associations, lexico-metric methods, socio-dynamic analysis, bread market.
|Numéro||Décisions marketing - N°103|
|Date de parution||2021|
|Nombre de pages||160 pages|
|Format||180 x 260 mm|