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Segmentacja polskich konsumentów ze względu na stosunek do marketingu społecznie zaangażowanego

100%

Zaborek P., Mirońska D.

Gospodarka Materiałowa i Logistyka

2014

issue 10

2-10

The article presents the results of a survey conducted on a representative sample of Polish consumers. The aim of the study was to perform the segmentation of Polish households pertaining to their perceptions and responses to Cause Related Marketing (CRM). A two-step cluster analysis and profiling procedure identified seven segments with distinctive attitudinal and behavioral patterns. In particular, attributes differentiating the extracted segments included: attitudes toward the CRM concept and companies implementing CRM programs, declared purchases of cause supporting brands, consumers’ charitable activity and their demographic characteristics such as: place of residence, income, education, family size and gender. The segments were labeled as follows: (1) informed supporters (18% of all respondents); (2) affluent activists (10%); (3) passive supporters (8%); (4) the undecided (25%); (5) thrifty enthusiasts (15%); (6) asocial opponents (6% ) and (7) urban skeptics (18%).

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1 Gospodarka Materiałowa i Logistyka

1 Mirońska D.

1 Zaborek P.

1 2014

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Segmentacja polskich konsumentów ze względu na stosunek do marketingu społecznie zaangażowanego