Birth order as a market segmentation variable

Abstract

Birth order studies have an established history in the academic world just as demographics have an established history in marketing. Discusses how birth order may influence several socio‐economic mechanisms and thereby influence select consumption behaviors. As a likely influence of certain consumption behaviors, birth order may be useful in segmenting certain markets. Offers a corporate advertising example to demonstrate the practical significance of investigating links among birth order, consumption, and market segmentation. Analysis of responses from 156 subjects who were shown the advertisement revealed birth order relationships. Few, if any, empirical studies currently link birth order, consumption, and segmentation, perhaps because of a priori convictions that such links do not exist. The time is at hand, however, to refute or confirm the existence of such links empirically. Offers five hypotheses for initiating research. Postulates characteristics of first borns, only children, middle borns and last borns with regard to selling. Discusses managerial implications.

Citation

Claxton, R.P. (1995), "Birth order as a market segmentation variable", Journal of Consumer Marketing, Vol. 12 No. 3, pp. 22-38. https://doi.org/10.1108/07363769510147227