An anthropological approach to market segmentation: contributions of qualitative variables in consumers/user’s classification
DOI:
https://doi.org/10.22267/rtend.242501.247Keywords:
anthropology, consumption, market economics, market research, market segmentationAbstract
This article analyzes concepts of referent authors of the Anthropology of Consumption in order to establish a deeper conception of consumer/user segmentation. For this purpose, a bibliographic review was carried out, using a hermeneutic approach and a qualitative method, with the intention of presenting a panoramic view of the body of knowledge in the field of consumer/user classification. The selection of the bibliographic corpus was based on in-depth interviews with experts on consumer studies, with the aim of identifying key bibliography on the subject. In this way, five anthropological authors were selected, due to their contribution to the forms of behavior of people linked to consumption. Among the findings, it is observed that the segmentation variables commonly used in marketing continue to have great validity and relevance for the classification of audiences, but it is also true that an anthropological look at this field contributes to think about consumers beyond what defines them by their income, the place they live, their age, the gender with which they identify themselves, among other variables, emerging anthropological concepts of importance such as differentiation, representation, meanings and symbolic loads.
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