Consumption segregation

2009
united kingdom

Consumption segregation refers to the practice of dividing consumer groups based on their purchasing patterns or preferences. It involves grouping consumers into categories based on factors such as income level, product preferences, purchasing behavior, and lifestyle choices.

Consumption segregation can be observed in various industries, such as retail, hospitality, and marketing. Businesses often analyze consumer data to identify different segments and tailor their marketing strategies to target specific groups more effectively.

For example, a luxury brand may focus its marketing efforts on consumers with a high income level, as they are more likely to purchase expensive and high-end products. On the other hand, a budget-oriented brand may target consumers with lower-income levels or those looking for affordable options.

Consumption segregation can also extend beyond income levels and include factors such as age, gender, geographic location, and cultural background. By understanding these differences, businesses can create marketing campaigns that appeal specifically to each segment, increasing their chances of attracting and retaining customers.

However, consumption segregation can also lead to social and economic inequality. When certain groups are excluded or marginalized in the consumption process, it can reinforce existing disparities and limit access to resources and opportunities. It is important for businesses to be mindful of these ethical considerations and ensure their marketing practices promote inclusivity and fairness.

Further reading

Davis D.R.; Dingel J.I.; Monras J.; Morales E. (2019) "How segregated is urban consumption?", Journal of Political Economy, 127(4), pp. 1684-1738. University of Chicago Press. DOI: 10.1086/701680

Di Z. (2017) "Consumption patterns of contemporary Chinese youth: Focusing on the inter class and rural urban division", Handbook of the Sociology of Youth in Brics Countries, 387-404. World Scientific Publishing Co.. DOI: 10.1142/9789813148390_0019

Mesev V. (2012) "Multiscale and multitemporal urban remote sensing", International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences - ISPRS Archives, 39(), pp. 17-21. International Society for Photogrammetry and Remote Sensing. DOI: [1]

Paton K. (2009) "Probing the symptomatic silences of middle class settlement: A case study of gentrification processes in Glasgow", City, 13(4), pp. 432-450. Routledge. DOI: 10.1080/13604810903298524