To have and to hold: a passion for things. Profiling a collector.
Koivula, Johanna (2017-06-14)
To have and to hold: a passion for things. Profiling a collector.
Koivula, Johanna
(14.06.2017)
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Turun yliopisto. Turun kauppakorkeakoulu
Kuvaus
siirretty Doriasta
Tiivistelmä
In the context of consumer behavior, consumption equals acquiring, using, and discarding a product, but in collecting, the focus is on acquiring and possessing. Therefore, consumption and collecting are intimately linked, as a collector is in a constant search for new acquisitions. Collecting is said to be highly-involving and passionate form of serious leisure, where qualities like rarity or historical association have been used as parameters of value. Still, the value sought varies across collectors.
In behavioral segmentation, consumers are grouped into segments based on similar needs and benefits. The purpose of this study is to identify the behavioral characteristics that define collector segments and to provide marketers of collectibles with valuable tools for communicating to these segments. In the study, the consumer value is conceptualised with rewards of serious leisure and motives for collecting on five dimensions: having meanings in relation to the self, meanings in relation to other people, as history and a sense of continuity, as a financial investment, and as an addiction. Interest in using effort and gaining knowledge, as well as the objectives in collecting were included as behavioral elements studied.
An online survey was conducted among members of a community devoted to collecting of Moomin mugs – commercial, mass-produced, utilitarian items that are sold as collectible sets. To profile collectors, behavioral elements were examined through principal component analyses and cluster analyses with 32 statements regarding collecting. The final solution explained 50% of the collecting behavior.
Results confirm previous findings that the rewards of collecting are predominantly personal, the feeling of pride being the primary motive for collecting. Still, the segments presented in this study reveal how collectors vary in terms of their motivation, general goals, and knowledge interest and effort levels. The largest collector segment was named as Social self-actualisers, the second largest as Rationals, and the third as Emotional nostalgics. The largest segment involves motives in relation to the self and in relation to other people, the second segment involves elements of financial investment and addiction, and the third involves motives relating to history and sense of continuity.
In behavioral segmentation, consumers are grouped into segments based on similar needs and benefits. The purpose of this study is to identify the behavioral characteristics that define collector segments and to provide marketers of collectibles with valuable tools for communicating to these segments. In the study, the consumer value is conceptualised with rewards of serious leisure and motives for collecting on five dimensions: having meanings in relation to the self, meanings in relation to other people, as history and a sense of continuity, as a financial investment, and as an addiction. Interest in using effort and gaining knowledge, as well as the objectives in collecting were included as behavioral elements studied.
An online survey was conducted among members of a community devoted to collecting of Moomin mugs – commercial, mass-produced, utilitarian items that are sold as collectible sets. To profile collectors, behavioral elements were examined through principal component analyses and cluster analyses with 32 statements regarding collecting. The final solution explained 50% of the collecting behavior.
Results confirm previous findings that the rewards of collecting are predominantly personal, the feeling of pride being the primary motive for collecting. Still, the segments presented in this study reveal how collectors vary in terms of their motivation, general goals, and knowledge interest and effort levels. The largest collector segment was named as Social self-actualisers, the second largest as Rationals, and the third as Emotional nostalgics. The largest segment involves motives in relation to the self and in relation to other people, the second segment involves elements of financial investment and addiction, and the third involves motives relating to history and sense of continuity.