Evaluation of target market segments for enterprises
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie
Abstract
The purpose of the article is to substantiate the emergence of new – and the development of
existing – factors and segmentation criteria for meeting consumer needs and increasing the
efficiency of marketing activities for Ukrainian enterprises under modern market conditions. The
object of the research is to analyze the process of development and any increases in the
effectiveness of marketing segmentation. The subject of research is the theoretical, methodical and
practical provisions of the formation of targeted marketing segmentation for the markets of
Ukrainian enterprises. The goal of the research is to evaluate the direction and type of market
segmentation that determines future target segments for enterprises and their share of existing
markets.
We present the characteristics of enterprises that work on market relations for the
production and sale of computer devices that provide network connections. Our method was to
estimate the direction and type of market segmentation in order to determine the prospective
segments for such enterprises and their share of the existing market. In order to evaluate the
attractiveness of target segments for Ukrainian enterprises, a survey was conducted to validate
customer reactions. The analyzed variables included: the length of time a person uses his/her
computer device; the reasons for possible changes and important settings when choosing a
computer device; the timeframe for buying a computer device. The results of the questionnaire are
separated by gender, social and geographic factors, as well as by family composition and age of
respondents, taking into account the stages of their life cycle, as well as their educational level
and professions – for three enterprises. Particular attention was paid to the psychographic factors
of occupation and social class. The questionnaire also contained a self-assessment section on the
psychological qualities of the consumer and on their psychography, which we analyzed.
The hypotheses presented by individual factors and the consumer segment, separated by the
results of the survey, and the analysis of the respondents' answers, are presented. Confirmation of
the hypotheses and isolation of the consumer segment are given.
Description
Keywords
market segmentation, psychographic factors, relevant factors, questionnaires, respondents
Citation
Evaluation of target market segments for enterprises / Natalia Wasilewska, Tatiana Bludova, Volodymyr Tokar, Oleksiy Kudenko // Polityki Europejskie, Finanse i Marketing : zeszyty naukowe / Szkoły Głównej Gospodarstwa Wiejskiego ; [red. kom. M. Podstawka (red naczelny) to jest]. – Warszawa : Wydawnictwo SGGW, 2019. – № 21. – S. 223–237.