Target groups of retail brands

• Autorzy: Witek-Hajduk M. K. , Grudecka A.

Warianty tytułu

PL

Grupy docelowe marek detalicznych

• Języki publikacji: EN

Abstrakty

EN

The literature emphasizes the growing significance of retail brands and differentiation of retail brands` strategies, also in terms of their target groups. Nevertheless, a few studies examine the strategic role of particular target groups of retail brands, especially on the Polish market. The purpose of this article is to answer the question: which consumers segments have the greatest significance as the target groups of retail brands for retail chains operating in Poland? The empirical research was conducted in an attempt to answer the question above. Data were collected through CATI survey of 143 randomly recruited retail chains operating in Poland. The findings indicate that target groups of retail brands considered as the strategic ones for retailers in Poland are diversified. They strongly vary in terms of economic, geographic, life style and demographic criteria for market segmentation. Amongst the most important target groups retailers mentioned: residents of large cities, high-quality oriented consumers, novelty- seekers and seniors.

PL

W literaturze przedmiotu podkreśla się rosnące znaczenie marek detalistów, w tym marek sieci detalicznych oraz wskazuje się, że w ostatnich latach następuje znaczne zróżnicowanie strategii marek detalistów, w tym grup docelowych tych marek. Niewiele jest jednak badań dotyczących znaczenia grup docelowych w strategiach marek sieci detalicznych, zwłaszcza tych działających na polskim rynku. Celem artykułu jest więc odpowiedź na następujące pytanie badawcze: które grupy docelowe mają największe znaczenie jako segmenty docelowe marek dla działających w Polsce sieci detalicznych? W celu odpowiedzi na to pytanie przeprowadzono badania ilościowe metodą ankietową z zastosowaniem techniki CATI na próbie 143 losowo wybranych, działających w Polsce sieci detalicznych. W wyniku badań empirycznych potwierdzono, że segmenty docelowe produktów oznaczonych markami detalistów są zdywersyfikowane. Gestorzy badanych sieci detalicznych za istotne segmenty docelowe uznali konsumentów różniących się kryteriami ekonomicznymi, geograficznymi, stylu życia i demograficznymi. Wśród najważniejszych wskazali m.in. mieszkańców dużych miast, konsumentów zorientowanych na wysoką jakość, poszukujących nowości i osoby starsze.

Słowa kluczowe

EN

retail brand; retailer; retail chain; target group; segmenting

PL

marka detalisty; detalista; sieci detaliczne; grupa docelowa; segmentacja

• Wydawca: Polskie Wydawnictwo Ekonomiczne SA
• Czasopismo: Gospodarka Materiałowa i Logistyka
• Rocznik: 2016
• Tom: nr 1
• Strony: 23--30
• Opis fizyczny: Biblikogr. 47 poz., tab.

Twórcy

autor

Witek-Hajduk M. K.

• Warsaw School of Economics, Collegium of World Economy, Institute of International Management and Marketing

autor

Grudecka A.

• Warsaw School of Economics, Collegium of World Economy, Institute of International Management and Marketing

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.