Segmentacja psychograficzna jako metoda badań marketingowych
Loading...
Date
1994
Authors
Advisor
Editor
Journal Title
Journal ISSN
Volume Title
Publisher
Wydział Prawa i Administracji UAM
Title alternative
Psychographic segmentation as a method of marketing research
Abstract
The article presents the results of research on market segmentation. Their essence consisted
in the use of psychographic criteria, i.e. criteria relating to psychological properties affecting conconsumer
behaviour. A sample of 300 inhabitants of Poznań were used in the research. Data collected
with the use of questionna ires were first processed with factor analysis allowing to limit the number
of variables, and then clustering analysis allowing to create certain groups. 6 such groups,
called segments were distinguished: t he active, conservatives, townspeople, t he passive, aspiration-
holders, and traditionalists. Each of the segments is characterized by a different lifestyle,
and consequently, a different approach to shopping.
Description
Sponsor
Digitalizacja i deponowanie archiwalnych zeszytów RPEiS sfinansowane przez MNiSW w ramach realizacji umowy nr 541/P-DUN/2016
Keywords
Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny, 56, 1994, z. 2, s. 87-95