Wykorzystanie segmentacji behawioralnej na rynku produktów ekologicznych

• Autorzy: Małgorzata Klimczyk-Bryk

Warianty tytułu

Selected Issues of Behavioral Segmentation of Ecological Products Market

• Języki publikacji: PL

Abstrakty

W segmentacji rynku coraz większego znaczenia nabiera podejście oparte na kryteriach behawioralnych. Daje ono możliwość poznania motywacji określonych zachowań konsumentów na rynku. Punktem wyjścia tej segmentacji są reakcje konsumentów na atrybuty i korzyści produktu. Autorka przedstawiła praktyczne zastosowanie takiego podejścia na rynku produktów ekologicznych.

EN

The paper points out some possibilities following the application of behavioural approach to segmentation of ecological products market. Description of the criteria of behavioral segmentation used with increasing frequency by researches is the starting point for the article and embraces such criteria as brand trust, frequency use, user, category, readiness to buy and sensitivity to marketing tools used. Next, the author focuses her attention on the various approaches to behavioural segmentation. She describes attitudes connected with the time of conducting research, making distinction between momentary research (reaction, level) and period research (fluctuations, elasticity of reaction). The author has also cited various approaches connected with the quantity of behavioral criteria under analysis, making distinction between a single and a multivariant definition of behaviour. The initial conditions of application of the various approaches used to research specific occurrences are defined. The author then describes specific examples of the use of behavioral segmentation for a description of consumer behaviour in the ecological products market. The author has noted a strong correlation of the above mentioned influence on decisions concerning the purchase of such products. The author has presented examples of differences in the behaviour of the consumer as regards the level of financial risk involved in the particular purchase. The paper also presents examples of influence of cultural differences on placing different value on the various ecological attributes of similar products.(original abstract)

Słowa kluczowe

PL

Segmentacja rynku; Zachowania konsumenta; Motywacje; Ekoprodukt; Kulturowe uwarunkowania konsumpcji

EN

Market segmentation; Consumer behaviour; Motivation; Ecoproduct; Cultural framework of consumption

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1998
• Numer: nr 513
• Strony: 89--95

Twórcy

autor

Małgorzata Klimczyk-Bryk

Bibliografia

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