THEORETICAL AND METHODOLOGICAL BASES OF TEXTILE PRODUCTS MARKET SEGMENTATION
DOI:
https://doi.org/10.5281/zenodo.17657118Keywords:
market segmentation, consumer behavior, global certification, gots, uster, value-added production, Uzbekistan, marketing theory, industrial modernization, global value chains, sustainability standards, income differentiation, urban rural segmentation, competitive strategyAbstract
Globalization, advancement in technology, and changing consumer preferences have effectively changed
the textile industry at a very high rate and thus market segmentation is a critical instrument that can be applied to
integrate production and differentiated demand. Although the classical marketing theories are seen to use demographic,
psychographic, behavioral, socioeconomic, and geographic variables as key segmentation variables, their use in the
new textile economies is yet to be fully investigated. There is still a significant gap in understanding the interaction
between segmentation and global certification regimes including GOTS and Uster industrial modernization, as well as
incorporation of value-added production in global value chains. To solve this, the research will use a qualitative analytical
research design that will entail systematic review of literature, secondary statistics on the production and export of textile,
and international standards of comparison. The study analyzes the relationship between consumer attributes and product
types, competitive positioning and segmentation as well as the effect of certification on the domestic and international
accessibility of the markets. The results indicate a great variation in the purchasing behavior based on the income level,
city-rural, and lifestyle segments, which proves the applicability and the situational specificity of classical segmentation
models. Findings also indicate that businesses that embrace global certifications have a higher quality of their products,
increased capacity to export their products, and have more consumer confidence and make standards a strategic tool
as opposed to a technical one. The implications indicate that incorporating segmentation insights into industrial policy,
modernization program and sustainability framework would be of significant benefit to firm-level strategies and export
performance of a country. The research finds that the theoretical models need to be narrowed down through further
empirical studies involving consumer surveys, a firm-level analysis, and cross-country studies to reinforce the changing
demands of the world textile markets.
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