LUTZ, NEWLANDS - CONSUMER SEGMENTATION SHARING ECONOMY/AIRBNB CASE

Question 1

STUDIES ON CONSUMER SEGMENTATION IN THE SHARING ECONOMY

Answer 1

1. Hellwig - Idealists/Opponents/Pragmatists/Normatives
2. Lawson - Fickle Floaters/Premium keepers/Conscious materialists/Change seekers
3. Guttentag - Money savers/Home seekers/Collaborative consumers/Pragmatic novelty seekers/Interactive novelty seekers

Question 2

KEY FINDINGS

Answer 2

Shared rooms = more likely male, low income, single travelers and large groups, low concern with cleanliness, open to social interaction

Entire home = high income, education, couples, no social interaction needed