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Autor
Kaciak Eugene (Brock University, Kanada)
Tytuł
Market Segmentation Based on Consumers' Cognitive - Motivational Structures
Źródło
Konsumpcja i Rozwój, 2011, nr 1, s. 77-92, bibliogr. 59 poz.
Słowa kluczowe
Konsument, Segmentacja rynku, Zachowania konsumenta
Consumer, Market segmentation, Consumer behaviour
Uwagi
summ.
Abstrakt
The article is devoted to the subject matter of means-end chain-based approaches to market segmentation, which are critically viewed from the perspective of their ability to yield properly defined market segments. There are emphasised in it these approaches, grounded in the means-end chain (MEC) theory that was developed to better understand how consumers link attributes of products with particular consequences and how these consequences satisfy personal values. The author's whole deliberations confirm that the means-end chains are often seen as a representation of the basic drives that motivate consumer behaviour. (original abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka SGH im. Profesora Andrzeja Grodka
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Pełny tekst
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Bibliografia
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ISSN
2083-6929
Język
eng
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