- Tytuł:
-
Segmentacja polskich konsumentów ze względu na stosunek do marketingu społecznie zaangażowanego
Segmentation of Polish consumers based on their attitudes towards Cause Related Marketing - Autorzy:
-
Zaborek, P.
Mirońska, D. - Powiązania:
- https://bibliotekanauki.pl/articles/1377939.pdf
- Data publikacji:
- 2014
- Wydawca:
- Polskie Wydawnictwo Ekonomiczne
- Tematy:
-
marketing społecznie zaangażowany
CRM
społeczna odpowiedzialność przedsiębiorstw
segmentacja konsumentów
CSR
cause related marketing
consumer segmentation - Opis:
- The article presents the results of a survey conducted on a representative sample of Polish consumers. The aim of the study was to perform the segmentation of Polish households pertaining to their perceptions and responses to Cause Related Marketing (CRM). A two-step cluster analysis and profiling procedure identified seven segments with distinctive attitudinal and behavioral patterns. In particular, attributes differentiating the extracted segments included: attitudes toward the CRM concept and companies implementing CRM programs, declared purchases of cause supporting brands, consumers’ charitable activity and their demographic characteristics such as: place of residence, income, education, family size and gender. The segments were labeled as follows: (1) informed supporters (18% of all respondents); (2) affluent activists (10%); (3) passive supporters (8%); (4) the undecided (25%); (5) thrifty enthusiasts (15%); (6) asocial opponents (6% ) and (7) urban skeptics (18%).
- Źródło:
-
Gospodarka Materiałowa i Logistyka; 2014, 10; 2-10
1231-2037 - Pojawia się w:
- Gospodarka Materiałowa i Logistyka
- Dostawca treści:
- Biblioteka Nauki
Artykuł