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Methodical Fundamentals of Marketing Research of Consumer Behavior of Passenger Car Buyers in Terms of Gender Differences


Galina Timokhina
(about the author)

Timokhina Galina Sergeevna – Postgraduate Student, Chair of Management and Marketing, Institute of Economics and Management of the Russian State Vocational and Pedagogical University; Senior Lecturer, Chair of Economics and Management, Institute of International Relations, Ekaterinburg

Published in:
Russian Journal of Entrepreneurship
– № 8-2 / August, 2010



Keywords: cars, consumer behavior, genderdifferences, interpretation of information, marketing research, methodology, target segments


Citation:
Galina Timokhina (2010). Methodical Fundamentals of Marketing Research of Consumer Behavior of Passenger Car Buyers in Terms of Gender Differences. Russian Journal of Entrepreneurship, 11(8), 103-108. — url: http://bgscience.ru/com/lib/2396


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Abstract:

T he article presents the methodological basis of marketing studies of gender differences in the behavior of consumers in the regional market of passenger cars. The author examines the research algorithm, the system of indicators of consumer behavior of both sexes and the method of assessing the effectiveness of differentiated marketing communications for the target market segments.







References:
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