A Need and Opportunities for Market Segmentation in Food Retailing

Authors

  • Ibolya Rózsa Pénzes Szolnoki Főiskola
  • Péter Dudás Szolnoki Főiskola

Keywords:

hárompólusú FMCG-piac, verseny, akciók értékelése, célpiaci marketing, szegmentáció, többváltozós módszerek

Abstract

On the FMCG markets competition is more and more intensive. Because of the great expansion of multinational power retailers it is more and more important to conduct researches on consumer behaviour. For market success it is purposeful using multivariate data analysis and target marketing on its basis. A method for market segmentation has been developed by principal component analysis and clustering. Definitions of characteristics of the segments have been done based on a discriminant analysis.

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Published

2019-10-08

How to Cite

Pénzes, I. R. and Dudás, P. (2019) “A Need and Opportunities for Market Segmentation in Food Retailing”, The Hungarian Journal of Marketing and Management, 44(4), pp. 47–52. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/424 (Accessed: 4 December 2024).

Issue

Vol. 44 No. 4 (2010)

Section

Consumption and segmentation