Consumer\u27s segmentation based on purchase decision-making process: mattresses in Slovenian market

Razumevanje potrošnikov določene blagovne znamke v vseh svojih oblikah je bistvenega pomena za strategije podjetij in njihove tržne dejavnosti. Prepoznavanje potrošnikovih različnih nakupnih vedenj in odločanj podjetjem pomaga vzpostaviti učinkovito komunikacijo in odnos s tistimi, ki so blagovni znamki lojalni in tudi s tistimi potencialnimi potrošniki, ki bodo v prihodnosti to morda šele postali. Proces segmentacije pri tem omogoča, da ciljno publiko razvrstimo v več manjših skupin, znotraj katerih so si posamezniki med seboj podobni, skupine pa se v številnih dejavnikih razlikujejo. V magistrski nalogi smo izpostavili pomembnost segmentacije na osnovi nakupnega odločanja kot temeljnega postopka za prepoznavanje potrošnikov, natančneje postavljanje jasnih in učinkovitih marketinških strategij vsakega podjetja. Potrošniki gredo skozi proces odločanja za nakup, tj. od zaznave potrebe do končnega nakupa izdelka, pri tem pa iščejo informacije o izdelkih, ki bi potencialno zadovoljili njihovo potrebo. Pridobljene informacije med seboj vrednotijo in primerjajo. Empirična raziskava potrošnikov ležišč v Sloveniji, ki smo jo izvedli kot del te magistrske naloge, je temeljila na kvantitativnem pristopu. Z združevanjem predstavnikov v segmente smo oblikovali štiri idealno-tipske skupine, vsako od skupin pa smo opisali glede na vrednosti več spremenljivk. Primarno smo se osredotočili na spremenljivke nakupnega odločanja, dodatno še na spremenljivke sedem-dimenzionalnega odločanja in posameznikovega vsakdana. Segmente smo povezali tudi z blagovnimi znamkami ležišč. Dokazali smo, da je segmentacija na osnovi značilnosti nakupnega odločanja smiselna.Understanding consumers of a particular brand in all its forms is essential for strategy of companies and their marketing activities. Identifying the consumer\u27s various purchasing behaviors and decision-making helps businesses establish effective communication and relationships with those who are loyal to the brand, as well as with those potential consumers who will maybe become so in the future. The segmentation process allows us to classify the target audience into smaller groups, within which individuals are similar, but groups differ in many factors. In this master\u27s thesis, we emphasized the importance of segmentation based on purchasing decision-making as a fundamental process for identifying consumersmore precisely setting clear and effective marketing strategies for each company. Consumers go through decision-making process of purchasing, i.e. from the time during the detection of the need to the ultimate purchase of the product, looking for information about products, which could potentially meet their needs, by evaluating and comparing them with each other. An empirical study of mattresses’ consumers in Slovenia in this thesis was based on a quantitative method, i.e. survey. We created four ideal-type groups by combining segment representatives. We described each group according to the values of the numerous variables. We focused primarily on the variables of purchasing decision making, in addition to the variables of the seven-dimensional decision-making and the individual\u27s everyday life. We also linked the segments with brand names of beds. More importantly we have proven that segmentation, based on the characteristics of the purchase decision-making, makes sense