The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

Gajanova, Lubica; Nadányiová, Margaréta; Moravčíková, Dominika

doi:10.2478/saeb-2019-0005

Cited by 30 publications

(16 citation statements)

References 16 publications

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“…Another paper is focused on global research trends in sustainable digital transformation in higher education [21]. In 2021, authors focus on the research of functionalities of free available learning digital platforms in scope of selected subjects [22,23]. However, the total amount of citations is still not enough reliable to state that this topic is the hot topic of the year in scope of digitalization of education.…”

Section: Resultsmentioning

confidence: 99%

Digitalization of Education: Scientific Consistency vs. Radical Change Under the Impact of COVID-19?

Majerová¹

2021

Proceedings of the 6th International Conference on Education Reform and Modern Management (ERMM 2021)

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Recently, the digitalization of education has been one of the dynamically developed issues across whole the levels of educational systems. However, the dynamic of the research in this area has accelerated much more than it has been originally expected via extrapolating the time line of research activities. The reason is mainly the pandemic COVID-19 and its impact on the distance learning and ICT technologies incorporation into standard educational processes without previous testing phase. Thus, even the attention paid to the digitalization of education has raised, its practical range has growth unproportionally and current situation has shown that in many aspects real practical needs are not covered by appropriate theoretical approaches. Following this fact, the aim of this paper is to analyse trends in the scientific approaches to the digitalization of education and to state whether there is consistency or radical change in detected trends under the impact of COVID-19. The scientific contribution of the fulfilment of such an aim consists in the identification of convergence eventually divergence between the theory and practice of selected field. Methodologically, bibliometric analysis provided in scope of Web of Science database via VOSviewer platform has been chosen as appropriate one. Based on such an approach, it has been analysed the basic dataset from years 2019-2021 where the consistency resp. radical change in the trends in the digitalization of education under the impact of pandemic COVID-19 has been identified. On the case study of this issue, the intensity of interactions between cotemporary theory and practice can be prospectively discussed in wider context of the usefulness of the science.

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Section: Resultsmentioning

confidence: 99%

Digitalization of Education: Scientific Consistency vs. Radical Change Under the Impact of COVID-19?

Majerová¹

2021

Proceedings of the 6th International Conference on Education Reform and Modern Management (ERMM 2021)

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“…The use of private label is an alternative way of selling the same food products, yet potentially -a cheaper one in comparison to the traditional mechanism of buying goods from the external suppliers [27,28]. The goods sold under the private label of the retailer can be produced either by the independent manufacturers according to the franchising agreement, or by the retail chains themselves directly on the sales floor [29,30].…”

Section: Discussionmentioning

confidence: 99%

Private Label as a global trend of food networks for pricing policy optimization (case study of St. Petersburg)

Gregová

Dengov²,

Tulyakova³

et al. 2020

SHS Web Conf.

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The practice of creating Private Label by large food chains is a global trend. Such international and Russian retailers as Auchan, SPAR, Prisma, Okay, Lenta, etc. have these products of their own brand. However, this marketing policy is not used by all the players in this market. In the conditions of a protracted economic recession that began in Russia in 2014, even such a seemingly stable sector of the economy as grocery retail faced a decline in its trade. The main reason for the current situation is, of course, a significant, more than 15% in 5 years, fall in real disposable incomes of Russian households. At the same time, for certain groups of households (families with children, single pensioners, etc.), the poverty is still much higher. In such households, expenses for food take significantly more than half of their incomes. The heightened competition of retail chains for a shrinking budget of buyers pushes them to search for new models of pricing policy. This article explores the possibility of using the practice Private Label by food chains.

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“…These similar factors are also observed in relation to their customers, such as the demographic factors used for segmentation. For example, Gajanova et al (2019) concluded that there is a statistical dependence between age and brand loyalty, but no statistical dependence between gender and brand loyalty.…”

Section: Literature Reviewmentioning

confidence: 99%

Influence of technology on regional brands in Czechia

Stoklasa

2019

Engineering Management in Production and Services

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This article aims to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help to adapt the brands to customer needs. Regional brands are a speciality of Central Europe, which emerged due to consumer dissatisfaction with low-quality of global retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with a massive online presence. The sample consisted of 1050 residents of the Czech Republic. The data were gathered by a professional marketing agency Ipsos using a questionnaire survey. The sample was tested using the one-way Chi-square test, which had good compliance to test the basic sample characteristics, followed with the one-sample Kolmogorov-Smirnov test to test the data distribution, and then, the dependencies were tested with the Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis could be chosen to better understand the type of factors that could influence the results and their possible effect. The main findings indicate a slow change in the demand as customers are neutral in relation to regional brands available from online shops as well as their about social media presence but require them to have a good-quality website. Solutions are proposed using a government-run brand with a platform providing web layouts and hybrid e-shop. The type of content is proposed, indicating the appropriate execution, which should be done based on the researched-derived segmentation criteria.

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The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty

Cited by 30 publications

References 16 publications

Digitalization of Education: Scientific Consistency vs. Radical Change Under the Impact of COVID-19?

Digitalization of Education: Scientific Consistency vs. Radical Change Under the Impact of COVID-19?

Private Label as a global trend of food networks for pricing policy optimization (case study of St. Petersburg)

Influence of technology on regional brands in Czechia

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