- Tytuł:
- Market Segmentation Based on Consumers Cognitive-Motivational Structures
- Autorzy:
- Kaciak, Eugene
- Powiązania:
- https://bibliotekanauki.pl/articles/445255.pdf
- Data publikacji:
- 2011
- Wydawca:
- Polski Instytut Ekonomiczny
- Tematy:
-
consumer
market segmentation
means-end chains
cognitive-motivational structures - Opis:
- The article is devoted to the subject matter of means-end chain-based approaches to market segmentation, which are critically viewed from the perspective of their ability to yield properly defined market segments. There are emphasised in it these approaches, grounded in the means-end chain (MEC) theory that was developed to better understand how consumers link attributes of products with particular consequences and how these consequences satisfy personal values. The author's whole deliberations confirm that the means-end chains are often seen as a representation of the basic drives that motivate consumer behaviour.
- Źródło:
-
Konsumpcja i Rozwój; 2011, 1; 77-92
2083-6929 - Pojawia się w:
- Konsumpcja i Rozwój
- Dostawca treści:
- Biblioteka Nauki
Artykuł