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Segmentation of Bulgarian Consumer Market in Times of Economic Crisis: An Empirical Study

Katrandjiev, Hristo and Naydenova, E. (2012) Segmentation of Bulgarian Consumer Market in Times of Economic Crisis: An Empirical Study. In: International conference on contemporary marketing issues (ICCMI), Thessaloniki, Greece, 13-15 June 2012 : conference proceedings. ATEI, Bucks, Thessaloniki, pp. 19-23. ISBN 9789602871409

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Abstract

The paper presents the results from a survey-based market research of Bulgarian households. The authors develop market segmentation from the point of view of consumer behavior changes in times of economic crisis. Four segments (clusters) are discovered and analyzed. The similarities/dissimilarities between clusters are presented by the technique of Multidimensional scaling (MDS).

Item Type:Book Section
Uncontrolled Keywords:consumer behavior, economic crisis, market segmentation, cluster analysis
Subjects:Economic and business Administration > Economic policy. Management. Marketing
ID Code:2832
Deposited By: Assoc. Pro Hristo Katrandjiev
Deposited On:30 Nov 2015 21:29
Last Modified:08 Dec 2015 13:10

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