Segmentation of Bulgarian Consumer Market in Times of Economic Crisis : An Empirical Study (Conference presentation)

Katrandjiev, H./ Naydenova, E.

The paper presents the results from a survey-based market research of Bulgarian households. The authors develop market segmentation from the point of view of consumer behavior changes in times of economic crisis. Four segments (clusters) are discovered and analyzed. The similarities/dissimilarities between clusters are presented by the technique of Multidimensional scaling (MDS).
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Consumer behaviour;Economic crisis;Market segmentation;Cluster analysis;Οικονομική κρίση
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Appears in Collections:ICCMI (2012)

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