СЕГМЕНТАЦИЯ НА ПОТРЕБИТЕЛИТЕ С ДАННИ ОТ ИНДУСТРИАЛНИ ПАНЕЛИ
CONSUMER SEGMENTATION WITH INDUSTRIAL PANEL DATA

Summary/Abstract: Depending on the market they operate at; companies find it difficult to link the targeted consumer segment with operationally significant supply properties. Those difficulties can lead to an intra organizational pressure to implement an apriori segmentation approach based on those operationally significant supply properties. This article examines the possibility of those difficulties being neutralized using consumed product properties as segmentation criteria as well as through the integration of those properties into an existing segmentation based on consumer behavior properties. Industrial panels and other marketing research on the properties and volume of consumed product are a potential source of data for such segmentation approaches.

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