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Faculty of Economics and Business, Maribor (EPF)
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  • The relationship between self-image and product-image as a base for consumer segmentation
    Mumel, Damijan
    ǂThe ǂobjective of the presented research was, (a) to find out if there exists a connection between the self-image and the apartment furnishing image, and (b) on the basis of canonical correlation, ... to find out if there exists some canonical variables, which could be treated as basic marketing segments. Four dependent variables were included: the actual self-image, the ideal self-image, the actual apartment furnishing image and the desired apartment furnishing image. The conclusion of the research was, (a) that there exists a relation between the self image and the apartment furnishing image, (b) that there exist nine basic segments, and (c) that canonical correlation could be used as a tool for a-posteriori segmentation.
    Source: Ekonomski vjesnik : časopis Ekonomskog fakulteta Osijek. - ISSN 0353-359X (God. 13, br. 1/2, 2000 [izdano u travnju 2002], str. 57-61)
    Type of material - article, component part
    Publish date - 2000
    Language - english
    COBISS.SI-ID - 6522652

source: Ekonomski vjesnik : časopis Ekonomskog fakulteta Osijek. - ISSN 0353-359X (God. 13, br. 1/2, 2000 [izdano u travnju 2002], str. 57-61)

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