Sökning: "Markus Büger"

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  1. 1. Multichannel Segmentation vs. Demographic Segmentation

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Markus Büger; Rebecca Hylkén Olsson; [2017]
    Nyckelord :Demographic segmentation; multichannel segmentation; product involvement; retail management; Business and Economics;

    Sammanfattning : The aim of this study is to generate a multichannel segmentation model for high involvement products and to compare it to the widely spread demographic segmentation. In addition, the study also aims to identify demographic and psychographic profiles to provide a rich descriptive picture of the new customer segments. LÄS MER