Customer trait profiling: A conceptual framework for lifestyle marketing in food retail

Russell J. Zwanka
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Russell J. Zwanka: Teacher of Food Marketing, Western Michigan University, USA

Journal of Cultural Marketing Strategy, 2020, vol. 4, issue 2, 133-147

Abstract: The role of the multicultural food marketer is to maximise the effectiveness of the customer-reaching product marketing mix (price, product, place and promotion) in as efficient and effective a manner as possible, while also paying attention to those cultural differences apparent between, for example, Hispanics, African Americans and Asians. To simplify the ability of the food retailer to reach the target customers, the most common method employed by food retailers has been the use of store volume and geographical location. As the makeup of the US population continues to evolve, the need to understand customer lifestyles is greater than ever. Geography will not define a population, and will not maximise sales in food retail stores. This study offers a conceptual framework that utilises customer lifestyle profiling to merchandise and market inside a food retail chain. The paper argues that assortment and promotional allocation should be based on more than simply store volume and geographic location, and that food retailers should assign more importance to lifestyle traits.

Keywords: customer-centric retailing; food marketing; demographic targeting; food industry merchandising; food promotional techniques (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2020
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