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2011 | nr 1 | 77--92
Tytuł artykułu

Market Segmentation Based on Consumers' Cognitive - Motivational Structures

Autorzy
Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The article is devoted to the subject matter of means-end chain-based approaches to market segmentation, which are critically viewed from the perspective of their ability to yield properly defined market segments. There are emphasised in it these approaches, grounded in the means-end chain (MEC) theory that was developed to better understand how consumers link attributes of products with particular consequences and how these consequences satisfy personal values. The author's whole deliberations confirm that the means-end chains are often seen as a representation of the basic drives that motivate consumer behaviour. (original abstract)
Rocznik
Numer
Strony
77--92
Opis fizyczny
Twórcy
  • Brock University, Kanada
Bibliografia
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Typ dokumentu
Bibliografia
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Identyfikator YADDA
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