Brand Segmentation Study of Bulgarian Markets for Fast Moving Consumer Goods and Durable Products (Conference presentation)
Naydenova, E.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Naydenova, E. | en |
| dc.date.accessioned | 2016-05-25T15:55:59Z | - |
| dc.date.available | 2016-05-25T15:55:59Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1193 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 446Kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Segmentation | en |
| dc.subject | Brand preference | en |
| dc.subject | Demographics | en |
| dc.subject | Psychographics | en |
| dc.subject | Κατάτμηση | el |
| dc.subject | Mάρκα προτίμησης | el |
| dc.subject | Δημογραφικά | el |
| dc.subject | Ψυχογραφικά | el |
| dc.title | Brand Segmentation Study of Bulgarian Markets for Fast Moving Consumer Goods and Durable Products | en |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-05-25T15:56:59Z | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Naydenova, E., 2012, 'Brand Segmentation Study of Bulgarian Markets for Fast Moving Consumer Goods and Durable Products', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 95-99. | en |
| heal.abstract | Segmentation has been a central concept in marketing theory and practice for decades. Since F.B. Evans` controversial article “Psychological and objective factors in the prediction of brand choice: Ford versus Chevrolet” (1959) several studies have been conducted in attempt to capture meaningful relationships between brand choice and psychographic, demographic and behavioral variables. The idea that different brands appeal to different profiles of customers is intuitively adopted by practitioners and academics as conventional marketing emphasizes the importance of segmentation, brand differentiation and positioning to marketing success. But does brand preference really discriminates between customers? The purpose of this paper is to present the results of an empirical study of the Bulgarian market for 1) four categories of fast moving consumer goods and 2) three categories of durable products. The main objective of the study is to examine the existence of brand level segmentation of the customers of competing brands. | en |
| heal.publisher | Bucks New University | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Naydenova_Brand_Segmentation_Study_of_Bulgarian.pdf | 446.17 kB | Adobe PDF | View/Open |
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