«CONTY-METHOD». ??????????????? ??? ??????????? ? ????????????? ?????????????. ??????????. // «CONTY-METHOD». MORPHOLOGICAL TYPE OF THE CONSUMER IN MARKETING RESEARCHES. THE MONOGRAPHY

A.V. Fedorov
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A.V. Fedorov: THE RUSSIAN ACADEMIC JOURNAL

The Russian Academic Journal, 2010, vol. 14, issue 4

Abstract:

? ??????????, ?? ?????? ????????? ???????? ????????? ?????? ? ?????????? ?? ? ?????????? ?????????????????????? ????????????, ??????????? ???????????? ??????????? ????? ??????????????? ????? ???????????, ????????????? ? ??????????????. ??????????? ???????? ??????????? ???????????? ?? ???????????????? ???? ??? ??????????????????????? ???????????? ??? ????????????? ??????????? ??????? ????? ?? ?????? ????? ????????? («CONTY-method»).

In the monography, on the basis of generalization of substantive provisions of the theory and their realization in the Russianpractice of marketing research, dependence between morphological type of the consumer, its behavior and preferences is convincinglyproved. The technique of segmentation of consumers on morphological type is developed at carrying out of marketing researches forqualitative definition of target groups on the basis of new typology («CONTY-method»).

Keywords: ?????????, ?????????????????? ??? ???????????, ??????????????? ??? ???????????, ???????????????? ??? ???????????, ????????????? ????????????, «CONTY-method».; marketing, constitution type of the consumer, morphological type of the consumer, psychographic type of the consumer, marketing researches, «CONTY - method» . (search for similar items in EconPapers)
Date: 2011-01-11
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