Values and Consumption Patterns: A Comparison between Rural and Urban Consumers in Western Germany Available to Purchase

Values are potential market segmentation tools to analyse consumption patterns. Previous research has shown salient differences between regions within countries and across countries. As values and demographics serve as the base for identification of homogeneous consumer groups, ownership of selected products and their priority of acquisition was studied in connection with value variables. This investigation examined the consumption patterns and value orientation of two subsamples. Hence, the results revealed no statistically significant differences between the urban and rural respondents with respect to values. Nevertheless, clusters of consumers with similar priority of acquisition were formed and discriminant analyses indicated a significant relationship between sub‐groups of consumers and value orientations. Urban and rural areas do not appear to be useful market segmentation variables in Western Germany. However, a more complex segmentation pattern was detected and significantly related to each of the values.