Investigating the Relationship between VALS Lifestyles with Loyalty to Products’ Brand with Advanced Technology using Anandan et al. Model (Case Study: Samsung brand in Digital Media Industry)

Document Type : Research Paper

Authors

1 Academic member of Allameh Tabataba'i University

2 Master of Business Administration - Marketing Leadership - Non-Profit Higher Education Institute of Maulana-Abyk

3 Master of Business Administration - International Business Leadership - Non-Profit Higher Education Institute of Ershad Damavand-Tehran 3

Abstract

 
 
The puerpose of this paper is toinvestigate the relationship between VALS[1] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology.
 



[1]VALS life style classification scheme is one of common methods for consumer psychographic. This scheme was created by Stanford research institute and has been used widely for classifying market and creating propagation and product strategy by American companies (Afjeh and BakhshizadehBorj, 2011).  


Investigating the relationship between VALS lifestyles with loyalty to products’ brand with advanced technology using Anandan et al. model (Case Study: Samsung brand in digital media industry)
 
Kora BakhshizadehBorj[1]
RoghayehSalehianfard[2]
Mohammad TaghiGhorbaniFarab[3]
 
Abstract
 
The puerpose of this paper is toinvestigate the relationship between VALS[4] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology.
Keywords: VALS life style, loyalty to brand, products with advanced technology.



[1] Faculty member of AllamehTabatabaei University


[2] Master’s Degree in the field of Commercial Management- Marketing, Molana non-profit institute- Abyek, responsible author Salehiyan.fard@gmail.com
 


[3] Master’s Degree in the field of Commercial Management- International Marketing, Ershad non-profit institute of Damavand- Tehran


[4]VALS life style classification scheme is one of common methods for consumer psychographic. This scheme was created by Stanford research institute and has been used widely for classifying market and creating propagation and product strategy by American companies (Afjeh and BakhshizadehBorj, 2011).  

Keywords

References

منابع
آسابرگر، آ. (1379). روش‌های تحلیل رسانه‌ها، ترجمه­ی پرویز اجلالی. تهران: مرکز مطالعات و تحقیقات رسانه‌ها .
افجه ع، ا ، بخشی زاده برج، ک. (1390). تعیین نوع تصمیم‌گیری غالب برای خرید در انواع سبک‌های روان‌نگاشتی والس (برخوردار از منابع کم). مجله مدیریت بازاریابی، (12)، ، 81- 97.
افجه ع، ا ، بخشی زاده برج، ک. (1389). تعیین نوع تصمیم‌گیری غالب برای خرید در انواع سبک‌های روان‌نگاشتی والس (برخوردار از منابع بالا). مطالعات مدیریت صنعتی، 6(16)، 18-1.
سید جوادین، ر، اسفندیانی، م ر.(1390). رفتار مصرف‌کننده. تهران: انتشارات دانشگاه تهران.
ربانی، ر، رستگار، ی (1387). جوان، سبک زندگی و فرهنگ مصرفی. ماهنامه مهندسی فرهنگی، سال سوم، شماره 23 و 24، 44-53.
کاتلر، ف و آرمسترانگ، گ. (1386).اصول بازاریابی،مترجم:علی پارسائیان، تهران: انتشارات ادبستان.
کاتلر، ف.(1390). مدیریت بازاریابی(تجزیه‌وتحلیل، برنامه‌ریزی، اجرا و کنترل)، ترجمه: بهمن فروزنده، اصفهان: انتشارات آموخته.
محمدیان، م. (1391). بازاریابی ایرانی، تهران: انتشارات ترمه.
هاوکینز، د، بست، ر، کانی، ک. (1386). رفتار مصرف‌کننده. مترجم:احمد روستا، عطیه بطحائی، چاپاول، نشر سارگل.
 
Assael, H. (1998). Consumer Behavior and Marketing Action, South Western College Publishing, Cincinnati, OHIO, 6th Ed
Anandan, C.PrasannaMohanraj, M &Madhu, S. (2006). A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special Reference to English Newspapers, Vilakshan, XIMB Journal of Management, 97-112.
Bruwer, J., Li, E., & Reid, M.(2002), Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach, Journal of Wine Research, 13(3), 217–242
Carolyn, F, C., Karen, N, K., (2002). From prisoners to apostles; A typology of repeat buyers & loyal customers in business, Journal of services marketing, 16(4), 322-341.
Davis. J., Schibrowsky, J., Peltier, J., Schultz, D. (2002). Interactive Psychographics: Cross-Selling in the Banking Industry. Journal of Advertising Research, 42(2),
Dick, A. S., &Basu, K. (1994), Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Gonzalez, A. M. & Bello, L. (2002), the Construct Lifestyle in Market Segmentation the Behavior of Tourist Consumers, European Journal of Marketing, 36(1/2), 51-85.
Huang, M. H., (2015). The influence of relationship marketing investments on customer gratitude in retailing, Journal of Business Research, 68, 1318-1323
Hawkins, Mothersbaugh and Best, et al, (2006), Consumer Behavior: Building Marketing Strategy, 10th edition, McGraw – Hill.
Jih, W-J K., Lee S-F.(2004), an Exploratory Analysis of Relationships between Cellular Phone Uses' Shopping Motivators and Lifestyle Indicators, Journal of Computer Information Systems, 65-73.
Kassim, N., Zain, M (2016), Quality of lifestyle and luxury purchase inclinations from the perspectives of affluent Muslim consumers, Journal of Islamic Marketing, 7 (1), 95 – 119.
Meller J. J., Hansan T. (2006). An Empirical Examination of Brand Loyalty.Journal of Product & Brand Management, 15(7), 442-49
Mitchell, V-W., Haggett, S. (1997). Sun-Sign Astrology in Market Segmentation: an Empirical Investigation. Journal of Consumer Marketing, 14(2/3).
Myrland, S. (2006), Building Customer Loyalty in Community Networks- Research Study http: / / www. M e d I a m an n a g e. n e t /Customer_Loyalty.html.
Nikhashemi, S, Gaur. A. Haque, A. Kumar., (2016). The Effect ofCustomers’Perceived Value of Retail Store onR elationship between Store Attribute and Customer Brand Loyalty: Som e Insights from Malaysia, Procedia Economics and Finance37 (2016)432 – 438
Oliver, R.L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33–44.
Solomon, M. R. (1994). Consumer Behavior: Buying having and Being 2ed Ed, Boston: Allyn & Bacon.
SBI // Strategic Business Insights (2014). Values, Attitudes, and Lifestyles System instrument. Internal documentation, public brief available at http://www.strategicbusinessinsights.com/vals/ (2014/02/13),
Sigitas, U., and Gindra, K. (2005).New Applications of a Traditional Psychographic Segmentation Concept, ENGINEERING ECONOMICS, 5 (45), 80-86.
Ting, D. T., and Foong, Y.F. (2014). Fashion Apparels: Influences of Values and Lifestyles on Customer LoyaltyAustralian Journal of Basic and Applied Sciences, 8(5), 515-521
Xu, X-L & Ren, L-CH. (2010), The influence of Values and Lifestyle on purchasing Behavior of Consumers -A Research in Mobile Phone Market, IEEE

Files

Share

How to cite

Statistics