Suggestion of Green Customer Segmentation in Slovakia

Martina Rypakova, Ľubica Stefanikova, Katarina Moravcikova
2015 Procedia Economics and Finance  
One of the most important goals in a business is catch the trend and meet the customer's need. Marketing segmentation, as first step of the STP process, is significant to reach this goal. However, the environment is currently followed by technical and technological innovation, the state of the natural environment is alarming. Since that fact, there is a place for new segmentation related to environmental sensitiveness, the interest and motivation for purchasing green products. In Slovakia,
more » ... is no official segmentation. This paper is ambitious to propose it based on questionnaire survey that was randomly mailed to inhabitants in Slovakia. The results are compared with Hofstede´s cultural dimensions. Therefore, it explores the relation between results of questionnaire and official Hoftede´s score. In addition, papers contains of several developed research questions that are tested by statistical methods. To sum up, article recommends marketing strategy for green product placement and type of credible and responsible communication policy.
doi:10.1016/s2212-5671(15)00865-5 fatcat:gzzf5z6zkzf3rgalg7bcjb3b4m