IDEAS home Printed from
   My bibliography  Save this article

The Border Between Business Intelligence And Psychology- Segmentation Based On Customer Behavior


  • Codrin POPA

    (Politehnica University of Bucharest)

  • Iulia BERTEA

    (Academy of Economic Studies Bucharest)


In today’s economy, marketers have been facing two challenging trends: fierce competition between companies offering essentially similar products, and dealing with customers that are increasingly informed and demanding, but less and less loyal. Under these conditions, it has become imperative for managers and for marketing professionals to invest in business intelligence in order to find patterns in the consumers’ behavior that could predict their future buying decisions. In this report we have presented how Decision Support Systems, data analysis and customer segmentation can help companies to know their customers better in order to predict (and influence) their future actions. At the same time, we have argued that Business Intelligence should meet psychology and neurology halfway, and accept that there is a very high emotional subconscious component that produces a high degree of unpredictability in consumers’ behavior.

Suggested Citation

  • Codrin POPA & Iulia BERTEA, 2010. "The Border Between Business Intelligence And Psychology- Segmentation Based On Customer Behavior," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 109-114, June.
  • Handle: RePEc:aio:manmar:v:viii:y:2010:i:s1:p:s109-s114

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    DSS; business intelligence; consumer behavior; segmentation; buying decision process;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:viii:y:2010:i:s1:p:s109-s114. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Catalin Barbu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.