Using Demographic Variables to Determine Target Segments in Binary Logit Models

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F17%3A00113839" target="_blank" >RIV/00216224:14560/17:00113839 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-319-48454-9_15" target="_blank" >http://dx.doi.org/10.1007/978-3-319-48454-9_15</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-319-48454-9_15" target="_blank" >10.1007/978-3-319-48454-9_15</a>

Result language
angličtina
Original language name
Using Demographic Variables to Determine Target Segments in Binary Logit Models
Original language description
The paper aims to figure out possible ways to determine appropriate target segments for competitive yogurt brands in USA after identifying market segments based on demographic variables. We have chosen five yogurt brands to conduct the analysis and the dataset of demographics and consumers purchase is provided by IRI. According to the findings, the household income, size, and household head age are the most influential demographic variables and have enough potential to predict customer choices. There can be particular and distinctive target segments for the competitive brands in terms of the significant demographic variables out of the all possible market segments. More specifically, it is effective to employ Logit models to predict consumer purchase choices and it is easy to determine appropriate target segments for each brand based on the predictions. Interestingly, the target segments for each brand are distinctive and there can be three niche markets readily available for new entries.
Czech name
—
Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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