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

Author

Listed:
  • Lubica Gajanova
  • Margareta Nadanyiova
  • Dominika Moravcikova

Abstract

With growing competition, loyal customers have become the key to the company's success. Brand loyalty has been a central structure for marketing for almost a century, yet this research topic is still modern and up to date. The aim of this contribution is to answer the research question of whether there are different segments of customers based on demographic and psychographic aspects that would differ in the level of brand loyalty in the company. In other words, do certain groups of company's customers (according to demographic or psychographic segmentation) have a higher degree of loyalty to the company's brand? To answer the research question, we have identified hypotheses expressing the existence of a statistical dependence between individual segmentation variable and the level of brand loyalty. Based on statistical testing of established hypotheses, we have confirmed the existence of certain company's segments that have a higher degree of loyalty. JEL Codes - M21; M31

Suggested Citation

  • Lubica Gajanova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Use of Demographic and Psychographic Segmentation to Creating Marketing Strategy of Brand Loyalty," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 66(1), pages 65-84, March.
    • Handle: RePEc:aic:saebjn:v:66:y:2019:i:1:p:65-84:n:129
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    File URL: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1115
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    References listed on IDEAS

    as
    1. Moisescu, Ovidiu I., 2006. "A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity," MPRA Paper 7504, University Library of Munich, Germany.
    2. Gergő Gyalog & Judit Oláh & Emese Békefi & Mónika Lukácsik & József Popp, 2017. "Constraining Factors in Hungarian Carp Farming: An Econometric Perspective," Sustainability, MDPI, vol. 9(11), pages 1-13, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand; brand loyalty; customer segmentation; demographic segmentation; psychographic segmentation;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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