Cardinals, Hawks, and Blue Jays: Sports, Media and Aviary Lifestyles For Brand Choice

Abstract

This study reveals a new approach to lifestyle segmentation utilizing bird names. An advantage in using this new naming system is the association between the bird name and the bird’s characteristics (e.g., hummingbirds are often associated with the characteristic of quickly flying from one location to another). Using common names should enable practitioners to readily remember bases for segmentation and implement these segmentation systems successfully. Lifestyle segments are divided into four groups with similar values, attitudes, and consumption practices: attraction (Peacock), career-oriented (Eagle), timemanagement (Hummingbird), and money-management (Stork).