Aplikácia zhlukovej analýzy v marketingu: Typy slovenských spotrebiteľov a ich vzťah k reklame

Abstract

Advertising, as an everyday part of life, is often perceived differently. While someone perceive it as a useful aid when buying goods and services, there are consumers who have an aversion to advertising and do not let it influence them. There are also those who respect advertising, but it does not influence their purchasing decisions in any way. The implementation of an advertising campaign can be quite expensive for the contractor, therefore it is important to know how advertising affects individual groups of consumers. The conducted primary research, focused on the typology of consumers living in the capital of Slovakia, in which 726 respondents participated, provided the basis for the characteristics of individual types of advertising consumers. We can characterize the inhabitants of Bratislava as ignorants, lovers, opponents of advertising and rational consumers based on this research, considering whether and to what extent advertising is a source of information for them in the purchase decision-making process and whether it influence them so much that they made a purchase based on advertising. A two-step cluster analysis was used to perform this segmentation.