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

Katrandjiev, Hristo (2011) Typology Of Consumer Behaviour In Times Of Economic Crisis – A Segmentation Study From Bulgaria. Quarterly Marketing Journal, 42 (3). pp. 161-170. ISSN 0354-3471

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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.

Item Type:Article
Uncontrolled Keywords:consumer behavior, economic crisis, market segmentation, cluster analysis
Subjects:Economic and business Administration > Economic policy. Management. Marketing
ID Code:2834
Deposited By: Assoc. Pro Hristo Katrandjiev
Deposited On:30 Nov 2015 21:29
Last Modified:08 Dec 2015 13:10

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