Naslov
Consumers' social class as the starting point for creation of enterprise marketing strategy - empirical research

Autori
Mihić, Mirela

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 6th International Conference on Enterprise in Transition / - Split : Ekonomski fakultet Sveučilišta u Splitu, 2005, 451-470

ISBN
953-6024-70-5

Skup
6th International Conference on Enterprise in Transition

Mjesto i datum
Bol, Hrvatska; Split, Hrvatska, 26.05.2005. - 28.05.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Social Class, Consumer Behavior, Marketers, Consumers, Marketing Activities

Sažetak
This survey and its analysis leads to the conclusion that in the Croatian society, in spite of its specific features (the long- lasting socialist regime emphasizing equality), there is pronounced class stratification, resulting from the transition process. The survey confirms the starting hypothesis that members of different classes differ significantly in their buying preferences and behavior. This is particularly obvious in consumption of wine, fish, meat, purchasing of clothing, clothing style, paying attention to furniture design, frequency of eating out, visiting theatre, skiing holidays and type of accommodation during holidays. Thus along with the higher position on the social ladder there is also higher demand for more expensive, higher quality food, better wines, restaurants and other above mentioned services. Consequently, it can be concluded that distinctions are more pronounced in demand for luxury goods and those more visible to other people. These class distinctions pose important marketing implications in areas of product and service development, advertising and communication (i.e. media exposure) and outlet selection.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA