The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers’ perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

The purpose of this study was to identify the perceptional dimensions and patterns of Korean traditional food and to find the determinants of the patterns. Data were collected from 305 Korean housewives living in Mongol, and were factor and cluster analyzed. The results revealed two different dimensions and patterns i.e., high involved vs. low involved groups. Descriptive statistics showed that perceptional pattern types are likely to vary depending on socio-demographic and cultural background of Korean traditional food. Similarities and differences in perceptional patterns between high and low involved groups of Korean Mongolian are discussed, and future implications for globalization of Korean traditional food culture are provided.