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Basic information about a final thesisAdditional informationAdditional information about the final thesis follows. Click on the language link to display the information in the desired language.
|Language of final thesis:||English|
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|Title of the thesis:||Segmenting B2B Markets: The Psychographic Perspective|
|Summary:||The thesis aimed to investigate whether business culture as a new psychographic variable might have merit for B2B segmentation in accounting for industrial buying behavior (1), financial performance (2) and adopted market strategy (3). To achieve this, a battery of 19 Likert type statements in a sample of 278 manufacturing industry firms was analyzed by means of multivariate statistical techniques. In doing so, five cultural segments were constructed each of which was then described along selected financial indicators (of profitability, liquidity, indebtedness and growth of assets), the BCG performance profile matrix, purchase criteria and level of responsiveness. As hypothesized relationship between cultural segments and pursued market strategies was disconfirmed, these were not considered in the final segment description. To conclude, these findings provided sufficient evidence to justify the use of business culture as a legitimate segmentation variable.|
|Key words:||psychographics, targeting, organizational performance, business culture, multivariate statistical methods, segmentation|
To display the final thesis assignment form click on the Display the final thesis assignment form icon. The following icons - Final thesis, Thesis appendices, Supervisor's review, Opponent's review - relate to the final thesis and can be downloaded. They could be displayed on condition they have been inserted and are available publicly.Parts of thesis with postponed release:
|–||Thesis assignment unlimited|