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Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing

Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing

Bu-nga Chaisuwan, Marissa Chantamas, Kriengsin Prasongsukarn
Copyright: © 2019 |Pages: 23
ISBN13: 9781522561200|ISBN10: 152256120X|ISBN13 Softcover: 9781522587354|EISBN13: 9781522561217
DOI: 10.4018/978-1-5225-6120-0.ch010
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MLA

Chaisuwan, Bu-nga, et al. "Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing." Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society, edited by David J. Burns, IGI Global, 2019, pp. 173-195. https://doi.org/10.4018/978-1-5225-6120-0.ch010

APA

Chaisuwan, B., Chantamas, M., & Prasongsukarn, K. (2019). Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing. In D. Burns (Ed.), Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society (pp. 173-195). IGI Global. https://doi.org/10.4018/978-1-5225-6120-0.ch010

Chicago

Chaisuwan, Bu-nga, Marissa Chantamas, and Kriengsin Prasongsukarn. "Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing." In Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society, edited by David J. Burns, 173-195. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-6120-0.ch010

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Abstract

Religions have traditionally been used to explain the differences between peoples. However, this chapter aims to use religion, in this case Buddhism, to develop a segmentation scheme for international applications. It is aimed to improve the power of prediction of the segmentation schemes in terms of marketing mix stimuli response. The identification of the Buddhist temperaments would be useful in determining the response patterns observed in individuals. Application of this chapter includes developing segmentation for communications that are enabled by technology to tailor-make offers and messages to individuals depending upon their temperaments. Recommendations for future research includes using big data applications in order to determine individual temperaments as an alternative methodology for analyzing the consumer.

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