Onderzoeksartikel

Genrecategorie voorkeuren, behoeftevervulling en de waardering voor tekstkenmerken: een segmentatiestudie naar lezers van fictie

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Abstract

Publishing houses and bookstores are faced with critical consumers in a saturated book market. To reach these consumers, it is essential that information is collected for the purpose of developing effective marketing (communication) strategies. In this article, a report is given of an investigation of which segments of readers of fiction can be developed on the basis of consumption behavior. Results showed that there were three fairly homogeneous segments, each with a distinct preference for either romance novels, mystery novels, or literature. These market segments were further defined by means of the benefits fulfilled by reading fiction and the appreciation of text attributes in a novel regarded as instrumental in reaching these benefits. The findings suggest that relaxation and enjoyment (absorption and empathy) goals were the primary benefits fulfilled by reading fiction, regardless of the genre preferences. The data also suggest substantial differences between readers of romance novels, readers of mystery novels, and the readers of literature in terms of both the other benefits sought by reading fiction and the appreciation of attributes considered to be instrumental in fulfilling the benefits desired. Theoretical and marketing implications of the results are discussed.

How to Cite:

Miesen, H., (2004) “Genrecategorie voorkeuren, behoeftevervulling en de waardering voor tekstkenmerken: een segmentatiestudie naar lezers van fictie”, Tijdschrift voor Communicatiewetenschap 32(2), 142–161. doi: https://doi.org/10.21825/tvc.93098