Application of Factor Analysis in Behavioral Segmentation on the Base of Semiometric Scale

Mojsiewicz Magdalena, Batóg Barbara and Wawrzyniak Katarzyna
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Mojsiewicz Magdalena: Department of Insurances and Capital Markets, Faculty of Economics and Management, University of Szczecin, Mickiewicza 64, 71-101 Szczecin
Batóg Barbara: Department of Econometrics and Statistics, Faculty of Economics and Management, University of Szczecin, Mickiewicza 64, 71-101 Szczecin
Wawrzyniak Katarzyna: Department of Application of Mathematics in Economics, Faculty of Economics, Westpomeranian Technological University, Janickiego 31, 71-101 Szczecin

Folia Oeconomica Stetinensia, 2008, vol. 7, issue 1, 23-32

Abstract: The main aim of the paper is to present the methodological basis of market segmentation which uses not only demographic-social attributes and preferences but also variables defining values with important meaning in personal life of customers. The construction of a psychometric test is discussed on the basis of the example of a semiometric scale. This test uses principal components analysis in order to distinguish the main dimensions of cultural dichotomies. The example of measurement on the semiometric scale comes from the examination of preferences in the range of the life and medical insurances.

Keywords: behavioral segmentation; semiometric scale; factor analysis; behavioral segmentation; semiometric scale; factor analysis (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:foeste:v:7:y:2008:i:1:p:23-32:n:9

DOI: 10.2478/v10031-008-0012-0

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