Target group selection by psychographic segmentation ‘Who are Donny Craves’ online target consumers in the Netherlands in the cookie segment?’
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| Format: | Thesis |
| Kulcsszavak: | Közösségi média Donny Craves Kis- és középvállalkozások Édességpiac |
| Online Access: | http://dolgozattar.uni-bge.hu/1694 |
| Abstract: | Online interaction with consumers in our accelerated world is very important. The lack of suitable online communication is likely to discourage consumers from reacting. Getting closer to them for a better engagement and brand loyalty with the proper online communication is not easy. The company wants to get a better definition of its consumers for online communication in food industry, especially in the cookies segment and to find out their interests. The purpose of this paper is to examine Donny Craves online target consumers from psychographic perspectives and their online behavior. In order to draw conclusions and recommendations, a quantitative research method was used. An online survey was sent out to Donny Craves Facebook fans. After evaluating the survey, it can be concluded from the low response rate that this population is not really responsive which may have been influenced by the limitations of the research. Based on the research, the variables of the conceptual model and the proposed solution were confirmed and verified, conclusions were drawn and recommendations were given for a more effective online marketing communication. |
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