The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

Gajanova Lubica (), Nadanyiova Margareta () and Moravcikova Dominika ()
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Gajanova Lubica: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
Nadanyiova Margareta: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
Moravcikova Dominika: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia

Scientific Annals of Economics and Business, 2019, vol. 66, issue 1, 65-84

Abstract: With growing competition, loyal customers have become the key to the company’s success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company’s customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company’s brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company’s segments that have a higher degree of loyalty.

Keywords: brand; brand loyalty; customer segmentation; demographic segmentation; psychographic segmentation (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:66:y:2019:i:1:p:65-84:n:5

DOI: 10.2478/saeb-2019-0005

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