Using Demographic Variables to Determine Target Segments in Binary Logit Models

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Using Demographic Variables to Determine Target Segments in Binary Logit Models

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Using Demographic Variables to Determine Target Segments in Binary Logit Models

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

ADVANCES IN APPLIED ECONOMIC RESEARCH

ISBN

9783319484532

ISSN

2198-7246

e-ISSN

2198-7254

Počet stran výsledku

32

Strana od-do

193-224

Název nakladatele

SPRINGER INTERNATIONAL PUBLISHING AG

Místo vydání

CHAM

Místo konání akce

Warsaw, POLAND

Datum konání akce

5. 7. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000447881400015