Typology Of Consumer Behaviour In Times Of Economic Crisis – A Segmentation Study From Bulgaria

Abstract

This paper presents the second
part of results from a survey-based
market research of Bulgarian households.
In the first part of the paper the author
analyzes the changes of consumer
behavior in times of economic crisis
in Bulgaria. Here, the author presents
market segmentation from the point of
view of consumer behavior changes in
times of economic crisis. Four segments
(clusters) were discovered, and profiled.
The similarities/dissimilarities between
clusters are presented through the technique
of multidimensional scaling (MDS)
The research project is planned, organized
and realized within the Scientific Research
Program of University of National and
World Economy, Sofia, Bulgaria.