Understanding the Consumersí Personal Characteristics as the Starting Point for Targeted Marketing

Tina Vukasovic
Additional contact information
Tina Vukasovic: International School for Social and Business Studies and DOBA Business School, Slovenia

from ToKnowPress

Abstract: Market segmentation and choosing target markets allow companies to distinguish and position their offer and to plan their marketing activities in a manner allowing them to come as close to consumers as possible. A company doing business in a large market soon realises that it cannot supply to all consumers in this market. There can be too many of them, they can differ with regard to their requirements, can be scattered across the market, or their purchasing demands are substantially different. The main objective of the market research, whose main results are presented in the article, was to research consumers – lifestyle, personal values and media habits. The quantitative research method was chosen and the technique of online surveying. The research results will be used as a basis for market segmentation and for creating effective marketing messages and choosing appropriate marketing communication tools in the analysed market.

Keywords: Lifestyle; values; consumer; market segmentation; marketing strategy; media; marketing communication; Croatia (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.toknowpress.net/ISBN/978-961-6914-26-0/2.pdf full text (application/pdf)
http://www.toknowpress.net/ISBN/978-961-6914-26-0.pdf Conference Programme (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp20:39

Access Statistics for this chapter

More chapters in Expanding Horizons: Business, Management and Technology for Better Society from ToKnowPress
Bibliographic data for series maintained by Maks Jezovnik ().