Values as a Basis for Consumer Segmentation

Student: Samylova Anastasiia

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2018

In this paper, it turns out how individual personal values affect people's consumer behavior and whether they can be used to segment customers. The main information for the study were obtained during a consumer survey and aimed at collecting data on their personality, values and behavioral characteristics. Analysis and mathematical processing of data help to reflect the interconnections of values and behavior of people, which will allow companies using the results to describe the specific behavioral features of a particular market segment and making correct marketing decisions regarding consumer communications.

Full text (added May 26, 2018)

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