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The Use of Demographic and Psychographic Segmentation to Creating…
The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty
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Brand
The brand identifies the manufacturer, service provider, or merchant
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Brand loyalty
Customer-oriented business can acquire its loyal customers over time and with it a higher profitability.
Segmentation variables
Three categories for the significant segmentation variables: Geographic, Demographic, and Psycho graphic .
The classification contains 8 categories A, B, C1, C2, C3, D1, D2 and E.
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RESULTS
Identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty,
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METHODOLOGY
The choice of the target group of respondents is an important step for successful marketing research.
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