A comparison among segmentation bases in apparel market: A study on CSI and VALS

By identifying homogeneous segments, Market segmentation helps firms to manage different costumer demands. One of the initial steps in segmentation process is selection of segmentation variables (bases) to obtain better segmentation solution. Literature review reveals that researchers select variables based on their intuition without comparing them with each other according to scientific and precise criteria. The aim of current exploration is to identify the best apparel market segmentation base through phsycographic bases. Literature review reveals that consumer decision making style index (CSI) and Values and Lifestyles (VALS) are used abundantly for apparel market segmentation. The investigations showed that some styles of CSI and VALS were observed through the segments repeatedly. The result of studies implies that combination of two styles of VALS, known as believers and achievers, with two styles of CSI, known as recreational and confused by over choice, are best bases for segmentation in apparel market du to qualitative criteria of segmentation that is extracted from literature.

Keywords:

Market segmentation , consumer decision making style index (CSI) , Values and Lifestyles (VALS)