This multi-method study develops a context-sensitive approach to subsistence consumer segmentation as advocated in the international market segmentation literature. Building on the theory of consumption values, the authors conduct multi-sited rapid ethnography research to collect primary data from urban subsistence consumers in South Africa and India who were presented with a simulated product choice situation. The authors convert the data into quantifiable segmentation variables for further analysis. This approach is particularly useful in subsistence consumer markets that are characterized by a dearth of quantifiable consumer data. The study reveals four distinct subsegments—Family-Oriented Workers, Low-Skilled Price-Sensitives, Young Performers, and Conscious Conservatives—that differ significantly in education level, number of children, age, consumption values, and purchase behavior. A detailed discussion of the context-sensitive segmentation approach applied in this study facilitates scholars and practitioners to deploy and adapt it to different environments and requirements.

正如国际市场细分文献所提倡的那样，这项多方法研究开发了一种上下文相关的方法来实现生存型消费者细分。作者基于消费价值理论，进行了多地点快速的人种志研究，以收集来自南非和印度的城市生计消费者的主要数据，这些消费者被提供了模拟的产品选择情况。作者将数据转换为可量化的细分变量以进行进一步分析。这种方法在以可量化的消费者数据为特征的自给性消费市场中特别有用。该研究揭示了四个截然不同的细分市场：以家庭为导向的工人，低技能的价格敏感者，年轻的表演者和有意识的保守派，这四个领域在教育水平，子女人数，年龄，消费价值和购买行为。本研究中对上下文敏感分割方法的详细讨论，有助于学者和从业人员根据不同的环境和要求部署和调整它。