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- Title
Communal and Associational Social Structures: Their Underlying Behavioral Components and Implications for Marketing.
- Authors
Hirschman, Elizabeth C.
- Abstract
This article focuses on communal and associational social structures with a stress on their underlying behavioral components and implications for marketing. According to the author typical marketing research tends to categorize the members of a given population into smaller, more homogeneous subgroups or segments, based upon demographic, attitudinal, consumption or other characteristics. These market segmentation efforts generally aim towards determining how many or what proportion of a particular population's members fall into groups of interest to the marketer. Hence, this practice results in classifying the individuals in a population, rather than giving consideration to the identifying characteristics of that population. Further, once the market segments within a given population have been determined, they are often presumed to be present in other populations as well. The social structure of the population is often either ignored or assumed to have no differential effects upon the market segments contained within it.
- Publication
Journal of the Academy of Marketing Science, 1979, Vol 7, Issue 3, p192
- ISSN
0092-0703
- Publication type
Academic Journal
- DOI
10.1007/BF02721875