Segmentation of Bulgarian Consumer Market in Times of Economic Crisis : An Empirical Study (Conference presentation)
Katrandjiev, H./ Naydenova, E.
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).
| Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
| Keywords: | Consumer behaviour;Economic crisis;Market segmentation;Cluster analysis;Οικονομική κρίση |
| Citation: | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece |
| Description: | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 |
| URI: | http://195.251.240.227/jspui/handle/123456789/1178 |
| Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
| Appears in Collections: | ICCMI (2012) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Kaatrandjiev_Naydenova_Segmentation_of_Consumer_Market_in.pdf | 512.8 kB | Adobe PDF | View/Open |
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