Prethodno priopćenje
The Relationship between Self-image and Product-image as a Base for Customer Segmentation
Damijen Mumel
; University of Maribor, School of Business and Economics, Maribor, Slovenia
Sažetak
The objective o f the presented research was, (a) to find out if there exists a connection between the self-image and the apartment furnishing image, and (b) on the basis of canonical correlation, to find out if there exists some canonical variables, which could be treated as basic marketing segments.
Four dependent variables were included: the actual self-image, the ideal self-image the actual apartment furnishing image and the desired apartment furnishing image. The conclusion of the research was, (a) that there exists a relation between the self image and the apartment furnishing image, (b) that there exist nine basic segments, and (c) that canonical correlation could be used as a tool for a-posteriori segmentation.
Ključne riječi
apartment furnishing image; consumer segmentation; product-image,; self-image
Hrčak ID:
200287
URI
Datum izdavanja:
15.4.2002.
Posjeta: 467 *