This study initiates from the lifestyle and market segmentation of credit card consumers and discusses the attributes, living habits and household characteristics of credit card customers. After segmentation of target market, clients are targeted and products satisfying the demands of segmented target clients are designed to achieve differentiation from other competitors.
Using people living in Taipei, Taiwan, who are over 20 years old and have credit cards as subjects, this study segmented consumers by lifestyle variables, along with demographic statistics variables, to explore the relation between demographic statistics variables and credit card consumer behavior of different lifestyle clusters. Data were collected with questionnaires using convenience sampling. 480 questionnaires were distributed, among which 364 were valid, giving a 75.83% response rate of effective samples. SPSS statistics software was adopted for data analysis. The primary analysis methods employed for analyzing and verifying data included descriptive statistics, factor analysis, cluster analysis and chi-square test.
Through factor analysis, six dimensions of lifestyle factors were extracted from 34 AIO scale questions: “social and innovative”, “brand loving”, “orderly and self-disciplined”, “family valuing”, “impulsive and straightforward”, and “conservative and persistent”. With these six lifestyle factors as input variables, credit card consumers were divided into three segmentation clusters: Cluster A: “conservative and family valuing group”; Cluster B: innovative and impulsive group”; Cluster C: “orderly and self-disciplined group”.
Through chi-square test, the study results revealed that the three market segmentations were associated with certain demographic statistic variables, i.e. “age”, “marital status”, “occupation”, and “monthly income”, indicating there is significance difference between the lifestyle clusters in the distribution of these demographic statistics variables.
Finally, this study established product marketing strategies with competitive advantage based on each market segmentation feature in the hope to provide reference for credit card issuers when they set marketing strategies.