Customer Profiling Based on the Criteria of Sustainable Consumption
Customer Profiling Based on the Criteria of Sustainable Consumption

Summary/Abstract: The ever-increasing implementation of the concept of sustainable business development changes the market focus of many companies. This is the result of striving to serve a specific market segment with strong development potential – the "sophisticated" customers’ market. The principle idea is that "sophisticated" customers have high ethical consciousness and intense sustainable consumption. This article attempts to determine whether a segment of "sophisticated" customers can be identified in a specific branch of the Bulgarian economy (sale of carbonated soft drinks) and what its characteristics are. On this basis, an original model (SMF-model) of customer profiling has been developed which reflects the concept of customer sophistication. The abovementioned model can be useful for optimizing the customer portfolios of the companies and for more effective financial planning.

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