Segmentation of consumers and approaches to it: modern accents and aspects of practical application

Authors

  • Eduard G. Churlei Belarusian State University, 4 Niezaliežnasci Avenue, Minsk 220030, Belarus
  • Tatiana V. Kuzmenko Institute of Economics, National Academy of Sciences of Belarus, 1 Surhanava Street, building 2, Minsk 220072, Belarus

Keywords:

сonsumer segmentation, segmentation theory, psychographic segmentation, generation, generational approach, generation theory, consumer research, marketing research, youth, generation Z

Abstract

The change in the competitive field is orienting market players to increasing the role of marketing and improving approaches to segmentation. One of the relevant methods of segmentation is the generation theory. The adaptation of segmentation based on this theory for the market made it possible to obtain the psychographic characteristics of the segment of students.

Author Biographies

  • Eduard G. Churlei, Belarusian State University, 4 Niezaliežnasci Avenue, Minsk 220030, Belarus

    PhD (economics), docent; associate professor at the department of international management, faculty of economics

  • Tatiana V. Kuzmenko, Institute of Economics, National Academy of Sciences of Belarus, 1 Surhanava Street, building 2, Minsk 220072, Belarus

    PhD (sociology); leading researcher

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Published

2019-12-03

Issue

No. 2 (2019): Journal of the Belarusian State University. Economics

Section

M. Business Administration • Business Economics • Marketing • Accounting • Perso

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How to Cite

[1]
Churlei, E.G. and Kuzmenko, T.V. 2019. Segmentation of consumers and approaches to it: modern accents and aspects of practical application. Journal of the Belarusian State University. Economics. 2 (Dec. 2019), 57–67.