Zakuskin S.V.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 9 (September 2018)

JEL classification: M30, M31, M37, M39

Keywords: consumer preferences and expectations, discriminant analysis, factor analysis, integrated marketing communications, marketing research, multidimensional scaling, product/brand/firm promotion, target group


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Abstract:

The problem of determining the target group of a particular product / service is considered. An approach to the solution based on the study of market factors of a special type, which make it possible to identify the target group and its segments, different buying behavior. Methods of their detection by means of the analysis of parameters of target group and consumer preferences/ expectations by methods of multidimensional mathematical statistics are given. The classification of persons who are not members of the target group is given, the ways of their attraction are considered. The proposed approach is illustrated by practical examples from different areas of business.

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