Advertising images among Hong Kong Chinese: Use of individual modernity and western orientation clusters in determining market segmentation? |
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| Authors: | Ernest F Martin Jr Cheng Yew Meng Gary B Wilson Linda Tsui Yee Wan |
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| Institution: | 1. Head/Senior Lecturer, Department of Communication Studies , Hong Kong Baptist College ,;2. Option Co‐ordinator, Public Relations &3. Advertising , Hong Kong Baptist College ,;4. Lecturer, Department of Sociology , Hong Kong Baptist College ,;5. Associate Course Leader, Hong Kong Baptist College ,;6. Senior Lecturer, Department of Communication Studies , Hong Kong Baptist College ,;7. Option Co‐ordinator, Applied Communication Studies , Hong Kong Baptist College ,;8. Lecturer, Department of Communication Studies, Public Relations &9. Advertising Option , Hong Kong Baptist College , |
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| Abstract: | Advertising is a highly visible force in Hong Kong society. Within this diverse environment, media organizations and marketers attempt to define target markets (market segmentation) composed of persons who are most likely to be influenced by their marketing and advertising efforts. This research, based on a 1,019 sample face‐to‐face intercept survey, segments the market based on measures of self‐ascribed individual modernity and individual traditionalism and Chinese and Western value orientation. The scales are statistically analysed by cluster analysis, to place each respondent into clusters. The segmentation scheme viability is analysed in relation to media consumption and attitudes about specific advertising issues in six areas: 1. consumer benefits and economic force; 2. credibility; 3. entertainment value; 4. social force; 5. manipulation and motivation; and 6. repetition. The segmentation of individual modernity/traditionalism and Chinese/Western orientation provides greater differentiation than age, gender, income, education or place of residence. |
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