IDEAS home Printed from https://ideas.repec.org/a/rsg/littra/2019-021.html

Customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment

Author

Listed:
  • Elvira Nica
  • Lubica Gajanova
  • Eva Kicova

Abstract

Because of the large number of communication tools available in the online environment, besides creating an attractive product, hotel management needs to accurately target each segment through meaningful content and find a relevant communication journey of informational nature. For this reason, the aim of the contribution is to propose customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment. Due to the impossibility of its determination and subsequent application across the entire market, we determined the segmentation in the selected industry based on a survey of customers (hotel guests) in the Slovak Republic. By means of scientific research methods such as excerpting, description, comparative analysis, deduction and induction, determination of absolute and relative number, level of mean values, confirmation of the existence of dependency between variables, we extracted the obtained data from marketing research into the required information necessary to fulfill the aim of the contribution.

Suggested Citation

  • Elvira Nica & Lubica Gajanova & Eva Kicova, 2019. "Customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment," Littera Scripta, VSTE, vol. 12(2), January.
    • Handle: RePEc:rsg:littra:2019-021
    DOI: 10.36708/Littera_Scripta2019/2/9
    as

    Download full text from publisher

    File URL: https://littera-scripta.com/articles/customer-segmentation-based-on-psychographic-and-demographic-aspects-as-a-determ-ae429e85
    Download Restriction: no
    File URL: https://libkey.io/10.36708/Littera_Scripta2019/2/9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    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:rsg:littra:2019-021. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robin Kunju Mol Raj (email available below). General contact details of provider: https://littera-scripta.com/ .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.