Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.41> Article
Research Article

Personalized Marketing: Segmentation of Consumer Groups Based on MBTI -- Taking Starbucks as an Example

Li CaoShangqiu Normal College* Sirui LiJilin Agricultural University Hao WangZhongnan University of Economics and Law

* Corresponding author: [email protected]

Abstract

This paper studies the internal logic of the major brands represented by Starbucks adopting this marketing method, and explores how the brands transform the hot topics on the Internet into hot consumption spots and attract consumers through personalized marketing strategies. At the same time, this paper will also focus on the possible problems in the process of personalized marketing, and put forward relevant suggestions. In fact, due to the rapid development of modern information technology and increasingly fierce market competition, enterprises should implement precision marketing, select clear market segments as target markets on the basis of market segmentation, gain in-depth insight into consumer psychology, and tap consumer demand. With the help of MBTI personality test, enterprises can accurately and quickly locate consumer groups, identify the market, and maximize corporate benefits. At the same time, as the social consumption decision-making currency in the new network era, it is closely related to the individual needs of consumers. When enterprises grasp the personality characteristics of consumers and formulate marketing strategies, consumers' loyalty to the brand is greatly enhanced, and the marketing efficiency of enterprises is also greatly improved. Therefore, the segmentation of consumer groups based on MBTI has far-reaching research significance, and this marketing strategy will play an important role in the future corporate marketing.

Keywords: Personalized marketing; MBTI theory; consumer psychology
Published: July 31, 2024
DOI: 10.54254/2753-7064/41/2024NE0015
Volume: CHR Vol.41
pp. 132-136
Download PDF

References

  1. Hasan, A., Moin, S., & Pasha, M. (2019). Prediction of personality profiles in the Pakistan software industry–A study. Psych, 1(1), 320-330.
  2. Takawade S., Pednekar S., Bbhagat B. (2023) User Personality: Prediction and Question Answering System. Journal of Advancements in Robotics, (1),10.
  3. Gountas J Y., Gountas S. (2000).A new psychographic segmentation method using Jungian MBTI variables in the tourism industry.Tourism Analysis,5(2-4),151-156.
  4. Gregorius Ryan.,Pricillia Katarina.,Derwin Suhartono.(2023) Information,14(4),217.
  5. Qin X.Y., Wang L. (2024) Phenomenological Perspectives on MBTI Media Consumption Behaviour of Youth Groups and Reflections on Reality. New Media Research,10(01),37-40.
  6. Hermes, A., & Riedl, R. (2021). Influence of personality traits on choice of retail purchasing channel: literature review and research agenda. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3299-3320.
  7. Areiza-Padilla, J. A., Cervera-Taulet, A., & Manzi Puertas, M. A. (2020). Ethnocentrism at the coffee shop industry: a study of starbucks in developing countries. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 164.
  8. Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the relationship between brand symbolism and brand evangelism through consumer brand identification: evidence from Starbucks coffee brand. Sustainability, 15(2), 1684.
  9. Yan D. (2017)A case study of exhaustive likelihood modelling. Journalism Research Guide,8(24),71.
  10. Lin H.,Wang C.D.,Sun Y.J.(2023)Research progress in personality recognition for social media data. Computer Science and Exploration,17(5),15.