Caracterizando a los consumidores en los mercados de consumo de alta frecuencia
FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and des...
| Main Authors: | , |
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| Format: | info:eu-repo/semantics/article |
| Language: | Spanish / Castilian |
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Portal Universia
2024
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/15202 |
| _version_ | 1789406618906001408 |
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| author | Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel |
| author_facet | Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel |
| author_sort | Gázquez Abad, Juan Carlos |
| collection | DSpace |
| description | FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and describe them through both price and sales promotions sensitivity, and consumer loyalty. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-15202 |
| institution | Universidad de Cuenca |
| language | Spanish / Castilian |
| publishDate | 2024 |
| publisher | Portal Universia |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-152022024-01-17T07:57:47Z Caracterizando a los consumidores en los mercados de consumo de alta frecuencia Characterising fmcg consumers Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel FMCG Segmentation Consumer choice Productos de alta frecuencia Fast moving consumer goods FMCG market segmentation is very interesting for the company, since this kind of goods have special features in terms of price strategies, price promotions, mass advertising or brand strategies. This paper develops a segmentation approach using panel data in order to identify market segments and describe them through both price and sales promotions sensitivity, and consumer loyalty. 2024-01-17T07:57:47Z 2024-01-17T07:57:47Z 2007 info:eu-repo/semantics/article Gázquez Abad, J.C., & Sánchez Pérez, M. (2007). Caracterizando a los consumidores en los mercados de consumo de alta frecuencia. Universia Business Review, (13), 104-115. 1698-5117 http://hdl.handle.net/10835/15202 es https://dialnet.unirioja.es/servlet/articulo?codigo=2256318 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Portal Universia |
| spellingShingle | FMCG Segmentation Consumer choice Productos de alta frecuencia Fast moving consumer goods Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title | Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title_full | Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title_fullStr | Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title_full_unstemmed | Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title_short | Caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| title_sort | caracterizando a los consumidores en los mercados de consumo de alta frecuencia |
| topic | FMCG Segmentation Consumer choice Productos de alta frecuencia Fast moving consumer goods |
| url | http://hdl.handle.net/10835/15202 |
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