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Liczba wyników
2009 | nr 51 Projektowanie, ocena i wykorzystanie danych rynkowych | 14-27
Tytuł artykułu

Podejścia do oceny atrakcyjności segmentów rynku jako etapu kończącego proces segmentacji rynku

Warianty tytułu
Determining the Attractiveness of Market Segments as the Ending Step of Segmentation Process.
Języki publikacji
PL
Abstrakty
Podjęto próbę oceny atrakcyjności segmentów rynku, ze szczególnym uwzględnieniem łącznej oceny względnie jednorodnych grup respondentów. W badaniu wykorzystano procesowe podejście do oceny atrakcyjności segmentów na przykładzie modelu Sarabia. Zaproponowana procedura oceny atrakcyjności segmentów została zilustrowana przykładem z rynku dóbr trwałego użytkowania. (fragment tekstu)
EN
The paper deals with the problem of market segments evaluation and selection as the last step in the segmentation process. Little attention has been paid to the problem of segments evaluation and selection, both by researchers and managers. Nevertheless, it is of great importance in the process of designing and the marketing strategy for a product. The article reviews theoretical achievements on this topic. A discussion of this step in the segmentation process includes objective, thorough assessment of segment's attractiveness. An introduction to the issue of segment attractiveness measurement, an overview of the appropriate steps, and the discussion about portfolio analysis are undertaken. Moreover, there are undertaken: factors to consider in segment attractiveness assessment, the problem how to indicate the relative importance of each factor and how to define the parameters for each factor so that segment potential can be measured, and how to evaluate the attractiveness of segments and transfer the results on to the portfolio matrix. The empirical study of consumer durables market segmentation is focused on the assessment of segment attractiveness according to Sarabia's evaluation and selection model. In the case under consideration, the CHAID algorithm is used for clustering. (original abstract)
Twórcy
  • Uniwersytet Ekonomiczny we Wrocławiu
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000164663575
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