Naslov
Buying behavior and consumption as indicators of consumer's social class: A segmentation analysis

Autori
Mihić, Mirela

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

Izvornik
Proceedings of the Third International Conference of the School of Economics and Business in Sarajevo - ICES 2006 / - Sarajevo : Ekonomski fakultet Univerziteta u Sarajevu, 2006, 282-284

ISBN
9958-605-89-9

Skup
Third International Conference of the School of Economics and Business in Sarajevo - ICES 2006

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 12.10.2006. - 13.10.2006

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Social Class, Buying Behavior, Marketers, Market Segmentation, Marketing Activities

Sažetak
In the developed western countries belonging of individuals to a social class largely affects their behaviour in the purchasing process and choice of products and services. Managers and marketing experts should pay special attention to this fact when creating their marketing strategy and adapt it to the needs and wishes of the target customer. In Croatia, a more pronounced social stratification started in the nineties with the downfall of the socialist system and privatisation. The privatisation process led to great social changes resulting in high unemployment and decline of many families on the social scale. Consequently, the share of the middle class was reduced while the share of population at the subsistence level increased. On the other hand, the stratum of "the new rich" arose among the political elite and the new owners of formerly socially-owned enterprises that were sold at a symbolic price. The purpose and main objective of this study is finding out whether the person's buying behavior, preferences and consumption could serve as the bases for market segmentation, or classification of consumers into social-class groupings. Empirical research was carried out on the sample of 250 respondents in larger Croatian cities (Zagreb, Split) and survey methodology used to collect data. To identify segments, cluster analysis (K-means method) was used. According to the research results it is possible to separate sufficiently different segments of shoppers by using the analysed variables. For classification of respondents into social classes three determinants - occupation, education and income was used. At the end, on the basis of findings, some recommendations in terms of marketing strategy for each segment are proposed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA