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 |
| Item type: | conferenceItem |
| Submission Date: | 2016-05-19T14:47:38Z |
| Item language: | en |
| Item access scheme: | free |
| Institution and School/Department of submitter: | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων |
| Publication date: | 2012-06 |
| Bibliographic citation: | Katrandjiev, H. & Naydenova, E., 2012, 'Segmentation of Bulgarian Consumer Market in Times of Economic Crisis: An Empirical Study', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 19-23. |
| 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). |
| Publisher: | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing Bucks New University |
| Conference name: | International Conference on Contemporary Marketing Issues (ICCMI) |
| Type of the conference item: | full paper |
| Appears in Collections: | ICCMI (2012) |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| Kaatrandjiev_Naydenova_Segmentation_of_Consumer_Market_in.pdf | 512.8 kB | Adobe PDF | View/Open |
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