| Título: | BEHAVIORAL-BASED SEGMENTATION AND MARKETING SUCCESS: AN EMPIRICAL INVESTIGATION OF FAST FOOD INDUSTRY |
| Autores: |
John, Amue Gonewa Horsefall, Abieye Sunny R, Igwe |
| Fecha: | 2012-11-01 |
| Publicador: | European Journal of Business and Management |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article Peer-reviewed Article info:eu-repo/semantics/publishedVersion |
| Tema: | No aplica |
| Descripción: | Segmenting market base on behavioral perspective not only has tremendous potential for growth and profitability but also poses challenges for both incumbents and new entrants in the fast food industry. By examining the measures of marketing success from a behavioral perspective, the authors conceptualize three dimensions of behavioral technique that are critical for superior marketing success in the fast food industry: benefit sought, usage rate, and loyalty status. Demo-psychographic variables on marketing success (e.g; customer satisfaction, customer loyalty, sales growth, profitability) using data from 156 fast food firms. The result show that benefit sought and loyalty status affect marketing success. Keywords: Behavioral-Based Segmentation; Marketing success, Demo-psychographic |
| Idioma: | Inglés |
1 | 6 Factors Influencing Jobs Satisfaction in Two Chinese Universities por Tian, Heng,Yu, Heyuan |
2 Ethics of Investment and the Social Responsibilities of the Islamic Banks por Mounira, ARAB,Gabanni, Abdul | 7 Entrepreneurial Competencies and Entrepreneurial Spirit in Japan por Wong, Hajimasi |
3 An Empirical Study on the Knowledge Sharing Behaviour among Employees in Small Enterprises por Vonartas, Alexander | 8 Necessity and Feasibility of Supervisory Management Style por Tu, Yiyuan,Zhuang, Tianhua |
4 | 9 The Intercultural Communication Theory and the Distributed Decision-Making por Muhammad, Siti |
5 A New Approach to Evaluate the Auditor Reporting Quality por Mohammed, Syed,Jubair, Abdullah | 10 |