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The structure of consumer segments in the market of motor oil for passenger cars

Lotko Aleksander, Lotko Małgorzata, Zwierzchowska Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2020

z. 143

135--146

Purpose: The purpose of this paper was to identify the structure of consumer segments in the market of motor oil for passenger cars. Design/methodology/approach: A quantitative approach was applied. A questionnaire-based research was carried out. Cluster analysis was selected as the results elaboration method. Findings: It was discovered that, when considering consumer behavioural loyalty, four market segments (clusters) were identified. They are characterized by different values of formal features: four features concerning the consumer and five features concerning the vehicle and its maintenance. Practical implications: A practical implication of the study is revealing the structure of consumer segments in the researched market and describing their characteristics. This knowledge can be used in differentiating marketing activities for each of the identified segments in order to ensure that these activities are more efficient. Originality/value: Authors’ contribution and novelty of the paper is the innovative application of one of the multidimensional exploratory techniques, cluster analysis, in the area of research. In management practice, the paper can be useful for marketing managers in the automotive industry, especially motor oil manufacturers.

Sustainable consumption and segmentation of potential low emission vehicle buyers

Obrecht Matevž, Knez Matjaž, Lisec Andrej, Wrzalik Aleksandra, Kovačič-Lukman Rebeka

System Safety : Human - Technical Facility - Environment

2019

Vol. 1, nr 1

425--430

In 2015 the Agenda 2030 was introduced, framed of 17 sustainable development goals (SDG) with 169 targets, which were adopted by the United Nations Member States and should bring prosperity and growth to the global society. In this paper a focus is given to the SDG 12 Sustainable consumption and production from the e-mobility perspective. SDG 12 aims to ensure sustainable consumption and production (SCP) patterns – it is about promoting resource and energy efficiency, sustainable infrastructure, and providing access to basic services, green and decent jobs, and a better quality of life for all. Many stakeholders from public and private sector are investing a lot of effort to identify consumer behaviour for future improvements in development of their green products and strategies Because sustainable mobility and consequently low emission vehicles (LEV) are closely related with sustainable consumption within the personal mobility this paper focuses on consumer segmentation of potential LEV buyers and their willingness to buy LEV. Results have revealed that the segment of potential alternative fuel vehicles buyers is much larger than we initially anticipated. Such vehicles are, surprisingly, also more attractive for the older population, according to our results.

Segmentacja polskich konsumentów ze względu na stosunek do marketingu społecznie zaangażowanego

Zaborek P., Mirońska D.

Gospodarka Materiałowa i Logistyka

2014

nr 10

2--10

W artykule zaprezentowano wyniki badania sondażowego przeprowadzonego na reprezentatywnej próbie dorosłych Polaków. Celem analizy było dokonanie segmentacji polskich konsumentów ze względu na ich stosunek do przedsiębiorstw stosujących marketing społecznie zaangażowany (ang.: Cause Related Marketing, CRM). W wyniku przeprowadzenia dwuetapowej analizy skupień oraz procedury profilowania otrzymano siedem segmentów o różnych charakterystykach związanych z odbiorem społecznego zaangażowania przedsiębiorstw. Zmienne różnicujące segmenty to między innymi: postawy wobec samej idei CRM oraz firm prowadzących takie programy, rzeczywiste zakupy produktów wspierających cele społeczne, aktywność dobroczynna respondentów oraz ich cechy demograficzne takie jak: miejsce zamieszkania, dochody, wykształcenie, wielkość rodziny i płeć. Wyodrębniono i scharakteryzowano następujące segmenty: (1) poinformowani zwolennicy (18% badanych); (2) zamożni aktywiści (10%); (3) bierni zwolennicy (8%); (4) niezdecydowani (25%); (5) oszczędni entuzjaści (15%); (6) aspołeczni przeciwnicy (6%) oraz (7) Miejscy sceptycy (18%).

The article presents the results of a survey conducted on a representative sample of Polish consumers. The aim of the study was to perform the segmentation of Polish households pertaining to their perceptions and responses to Cause Related Marketing (CRM). A two-step cluster analysis and profiling procedure identified seven segments with distinctive attitudinal and behavioral patterns. In particular, attributes differentiating the extracted segments included: attitudes toward the CRM concept and companies implementing CRM programs, declared purchases of cause supporting brands, consumers’ charitable activity and their demographic characteristics such as: place of residence, income, education, family size and gender. The segments were labeled as follows: (1) informed supporters (18% of all respondents); (2) affluent activists (10%); (3) passive supporters (8%); (4) the undecided (25%); (5) thrifty enthusiasts (15%); (6) asocial opponents (6% ) and (7) urban skeptics (18%).