Faculty of Economics and Business, Maribor (EPF)
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Segmentiranje starejših porabnikov na podlagi aktivnosti v prostem času [Elektronski vir]Prodnik, Jadranka ; Mumel, DamijanDemografske spremembe prebivalstva so pomemben dejavnik, ki vpliva na razmere v svetu. Izjemna rast števila prebivalcev je značilna za nerazviti svet, medtem ko je staranje prebivalstva značilno ... predvsem za razvitega. V razvitem svetu je danes več ljudi starejših od 50 let kot kadarkoli prej v zgodovini človeštva. Članek obravnava populacijo starejših porabnikov. V prispevku so predstavljeni rezultati dveh segmentacijskih analiz starejših porabnikov. A priori segmentiranje je bilo izvedeno na podlagi družbene in profesionalne aktivnosti anketirancev. A posteriori segmentiranje je bilo opravljeno s klastrsko analizo na podlagi aktivnosti anketirancev v prostem času. Raziskava je vključevala vzorec 358 oseb v starosti od 45 do 90 let.Source: Prvo leto v EU - kako so marketinške strategije prestale preizkušnjo? [Elektronski vir] : e-zbornik prispevkov (Str. 110-119)Type of material - conference contributionPublish date - 2005Language - slovenianCOBISS.SI-ID - 8149788
Author
Prodnik, Jadranka |
Mumel, Damijan
Topics
segmentacija |
tržne raziskave |
potrošnik |
marketing |
trženje
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Prodnik, Jadranka | 90388 |
Mumel, Damijan | 15314 |
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