MARKET DYNAMICS IN CONSUMER SEGMENTATION: MODELLING FRAMEWORK

The concept of consumer segmentation has been widely used by social scientists to explain a variety of behavioural phenomena. Anywhere in between two extremes of one-to-one and mass marketing lies the identification and targeting of segments. Many attempts were made to elaborate reliable segmentation concepts in the past couple of years. However, the influence of marketing environment factors had been underestimated. Aim of this research was to define what trends influence further demand and how they could be integrated into the new model of consumer segmentation, considering psychographic and demographic data and providing reliable demand forecast. Tasks of the research are: identify what external drivers and to what extent influence shaping and modification of consumer segments; determine the importance and level of uncertainty of each driver in relation to their overall impact; map the interdependencies between all of the prioritised drivers, examining the extent to which each driver impacts on other ones; analyse examined all of the interrelationships between the prioritised drivers; determine which drivers were most dominant in terms of their impact on future change, and which drivers were more dependent on. As a result meaningful segments to be identified on the basis of the importance of current consumption trends in food and drink industry and their influence level.