Consumer behavior in subpopulations

Abstract

In this chapter, through a broader lens, special populations are defined as small subgroups of the population that are considered unique and/or are consumers of particular products or services. Difficulties in sampling have restricted access to information regarding their behavior. This has led to a substantial gap in knowledge regarding their needs. Therefore the objective of this chapter is twofold: to review and critique the limitations of traditional sampling techniques used to study special populations; and to demonstrate using an in-depth case study of the millennial generation, the effectiveness and advantage of netnography as a suitable methodology. The millennial generation is comprised of those born between 1982 and 2002. They are active users of a specific service or product, namely a social media network. The case study shown that netnography can be used to gain detailed information about the members of a special population in an unobtrusive and covert manner. Specifically, it revealed importantly information about (a) the types of needs satisfied by social media and (b) the effect of social media on perceived brand value. This chapter provides an overview of research on consumer behavior in special populations as well as an empirical study to show how the netnography approach can be used in a real research setting. It has significant implications for researchers hoping to communicate and engage with a special population.