Segmentación de mercados: buscando la correlación entre variables sicológicas y demográficas
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| Natura: | Artículo científico |
| Lingua: | en |
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Universidad Autónoma de Bucaramanga
2001
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| _version_ | 1876441450723409920 |
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| author | Cristóbal Fernández Robín |
| author_facet | Cristóbal Fernández Robín |
| contents | Segmentación de mercados: buscando la correlación entre variables sicológicas y demográficas Cristóbal Fernández Robín Claudio Aqueveque Torres Administración y Contabilidad Marketing Behaviour Motivations Specific segments Demographic segment variables The effective production and application of the marketing mix adjusted to the requirements and needs of specific segments are difficult tasks to do if they are not designed and introduced relating demographic segment variables with motivational or behavior segment variables. This work introduces a way to achieve this relationship by the analysis and statistical process of the data using the Correspondence Analysis Methodology. This methodology is traditionally used in Marketing Research as a model to measure perceptions, but still can give valuable information when working in the segment stages of the market. The results of this analysis letvisualize the existent relations between the demographic characteristics and the beliefs and the consumer?s motivations. 2001 artículo científico 1657-4613 https://www.redalyc.org/articulo.oa?id=10900204 en http://www.redalyc.org/revista.oa?id=109 Revista Colombiana de Marketing application/pdf Universidad Autónoma de Bucaramanga Revista Colombiana de Marketing (Colombia) Num.2 Vol.2 |
| format | Artículo científico |
| id | redalyc_10900204 |
| institution | Redalyc |
| language | en |
| publishDate | 2001 |
| publisher | Universidad Autónoma de Bucaramanga |
| spellingShingle | Segmentación de mercados: buscando la correlación entre variables sicológicas y demográficas Cristóbal Fernández Robín Administración y Contabilidad Marketing Behaviour Motivations Specific segments Demographic segment variables Segmentación de mercados: buscando la correlación entre variables sicológicas y demográficas Cristóbal Fernández Robín Claudio Aqueveque Torres Administración y Contabilidad Marketing Behaviour Motivations Specific segments Demographic segment variables The effective production and application of the marketing mix adjusted to the requirements and needs of specific segments are difficult tasks to do if they are not designed and introduced relating demographic segment variables with motivational or behavior segment variables. This work introduces a way to achieve this relationship by the analysis and statistical process of the data using the Correspondence Analysis Methodology. This methodology is traditionally used in Marketing Research as a model to measure perceptions, but still can give valuable information when working in the segment stages of the market. The results of this analysis letvisualize the existent relations between the demographic characteristics and the beliefs and the consumer?s motivations. 2001 artículo científico 1657-4613 https://www.redalyc.org/articulo.oa?id=10900204 en http://www.redalyc.org/revista.oa?id=109 Revista Colombiana de Marketing application/pdf Universidad Autónoma de Bucaramanga Revista Colombiana de Marketing (Colombia) Num.2 Vol.2 |
| title | Segmentación de mercados: buscando la correlación entre variables sicológicas y demográficas |
| topic | Administración y Contabilidad Marketing Behaviour Motivations Specific segments Demographic segment variables |
| url | https://www.redalyc.org/articulo.oa?id=10900204 |