This study proposes a loyalty segmentation model for the South African men's retail credit fashion industry. Retailers operate in a highly competitive market where competitors strive for share-of-wallet of the same customer. The likely victor in this battle is the retailer who best understands customer needs, purchase behaviour and utilises this information to influence customer's spending patterns. The research method comprised a postal survey to randomly selected customers. The process included the construct of the loyalty model which comprised four input models, namely the Competitiveness, Brand experience, Referral and Credit appeal models as well as a number of customer demographics. The Desert scenario, where extreme conditions exist, is used as the analogy for the Segmentation model, with four macro segments (Desert, Oasis, Sand Storm, Rain clouds) being used to categorise respondents along two criteria, namely that of value and relative risk. Segment characteristics are used to segment the retailer's database. / Business Management / MCom (Business Management)

Made available in DSpace on 2015-05-08T14:53:27Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1842165 bytes, checksum: 59f17268b1e23252f9bc9e0e37474638 (MD5) Previous issue date: 2012-12-21 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / In recent years, several studies have been published dealing on factors that influence consumer purchase intent in various economic sectors. In this line of work, we are specifically for the sector of collective buying, obtain regression models that could contribute to the study of the relationship between the purchase intention and the characteristics of market segments. The aim is to assist in the inclusion of this variable purchase intention in the process of choosing a target group, guiding decisions to meet more effectively service consumers. To achieve this goal, initially interviewed 384 Internet users in the city of João Pessoa, Paraíba, Brazil. Then the data obtained from interviews, were used to estimate those models. These models were based on assumptions of theories of the cognitive approach of consumer behavior, especially the Theory of Reasoned Action. The instrument used for data collection was a questionnaire containing market research questions related to psychological factors, socio-cultural and situational consumer. The most successful model was a generalized additive model with nine variables and nonparametric one end, obtained from smoothing splines. This model had a pseudo-R2 of 0,89 and allowed to reach a percentage of correct trials of the observations of the sample equal to 94%. With the aid of simulations, it was observed how the proposed model type is capable of assisting in selection of a target with a higher interest in the use of the service. It was also shown how the model can be used to evaluate production systems, in relation to more efficient service to customers intend to use the service. The generalized additive models were effective for identifying the presence of nonlinear relationships and were able to generate a high explanatory power of the propensity of individuals to use specific service. / Nos últimos anos, vários estudos foram publicados versando sobre fatores que influenciam a intenção de compra do consumidor em diversos setores econômicos. Nesta linha de trabalho, procurou-se, especificamente para o setor de compra coletivas, obter modelos de regressão que pudessem contribuir para o estudo da relação entre a intenção de compra e as características de segmentos de mercado. Visa-se com isso auxiliar na inclusão da variável intenção de compras no processo de escolha de um público-alvo, orientando decisões para satisfazer com maior eficiência consumidores do serviço. Para alcançar o objetivo, entrevistaram-se inicialmente 384 usuários de Internet da cidade de João Pessoa, Paraíba, Brasil. Em seguida os dados obtidos a partir de entrevistas, foram usados para estimar aqueles modelos. Esses modelos foram baseados em pressupostos de teorias da abordagem cognitiva do comportamento do consumidor, especialmente da Teoria da Ação Racional. O instrumento usado para a coleta de dados foi um questionário de pesquisa de mercado contendo questões ligadas a fatores psicológicos, sócio-culturais e situacionais do consumidor. O modelo mais bem sucedido foi um modelo aditivo generalizado com nove variáveis e com um termo não paramétrico, obtido a partir do método de suavização splines. Esse modelo apresentou um pseudo-R2 igual a 0,89 e possibilitou alcançar um percentual de acertos nos julgamentos das observações da amostra igual a 94%. Com o auxílio de simulações, verificou-se de que modo o tipo de modelo proposto é capaz de auxiliar na escolha de um público-alvo com maior interesse no uso do serviço. Apresentou-se ainda a maneira pela qual o modelo pode ser usado para avaliar sistemas produtivos, em relação ao atendimento mais eficiente de clientes que têm a intenção de utilizar o serviço. Os modelos aditivos generalizados mostraram-se eficientes para identificar a presença de relações não lineares e foram capazes de gerar um poder explicativo alto da propensão de indivíduos para utilizar um serviço específico.

O objetivo geral desta tese é avaliar a segmentação setorial, entre a agropecuária e os setores não agropecuários, no mercado de trabalho brasileiro de 2004 a 2009. A segmentação do mercado de trabalho reduz a mobilidade de trabalhadores entre os setores, alterando a alocação desses e gerando diferencial de rendimentos entre os trabalhadores. Para a análise do impacto da segmentação sobre a alocação dos trabalhadores, é estimado um modelo de escolha multinomial de forma a determinar qual é o efeito de cada característica sobre a probabilidade do indivíduo pertencer a um dos estados de emprego, desemprego e inatividade propostos. E, para a avaliação do impacto da segmentação sobre o diferencial de rendimentos, inicialmente, os determinantes do rendimento são estimados por meio do procedimento de Heckman, controlando-se a seleção para os trabalhadores remunerados. O impacto da segmentação sobre o diferencial de rendimentos é avaliado por meio de uma variável binária para o setor agropecuário (regressão de rendimentos inclui a agropecuária e os demais setores) e pela decomposição de Oaxaca (regressões de rendimentos separadas para a agropecuária e para os demais setores). Em seguida, a diferença entre os rendimentos é explicada considerando-se a população com duas ocupações, utilizando um procedimento em dois estágios com seleção por meio de um modelo de escolha ordenada. Neste modelo, procura-se avaliar o impacto da segmentação sobre a diferença entre o rendimento da primeira e da segunda ocupação de um mesmo indivíduo, assim controlando suas características não observáveis. Em todas as estimativas, são utilizados dados da Pesquisa Nacional por Amostra em Domicílios (PNAD). Os resultados mostram que há segmentação setorial entre a agropecuária e os setores não agropecuários (tomados em conjunto), sendo que a mobilidade entre esses dois setores é limitada, principalmente, pelas seguintes características: a escolaridade do indivíduo, ser cônjuge, ser indígena e morar na zona rural. Além disso, há diferencial de rendimentos em favor dos setores não agropecuários, que também apresentam mercado de trabalho interno mais desenvolvido que a agropecuária, pois são percebidos maiores incentivos à mobilidade na carreira e à redução da rotatividade dos trabalhadores naqueles setores. A tese encerra-se com a proposição de algumas políticas que possam minimizar os efeitos da segmentação e aumentar o bem-estar dos trabalhadores. / The objective of this thesis is to evaluate the sectoral segmentation between agriculture and non-agriculture in the Brazilian labor market from 2004 to 2009. The labor market segmentation reduces the mobility of workers among sectors, changing the allocation of workers and generating income differential among them. To analyze the impact of segmentation on the allocation of workers, a multinomial choice model is estimated in order to determine the effect of each characteristic on the probability of an person belonging to one of the proposed situation of employment, unemployment and inactivity. And, to assess the impact of segmentation on the income differential, initially, the determinants of income are estimated by the Heckman procedure, controlling the selection of paid workers. The impact of segmentation on the income differential is evaluated by a binary variable for the agricultural sector (regression of income includes agriculture and other sectors) and the Oaxaca decomposition (separate regressions of income for agriculture and other sectors). Then, the income difference is explained by considering the population with two jobs, using a procedure in two stages with selection through an ordered choice model. In this model, we attempt to assess the impact of segmentation on the difference between the earnings of the first and second occupation of the same person, what permits to control the unobservable characteristics. Data used is from the National Sample Survey of Households (PNAD). The results show that there is segmentation between agriculture and non-agriculture and mobility between the two sectors is primarily limited by the following characteristics: formal education, marital status, being indigenous and living in rural areas. In addition, there is income differential in favor of non-agricultural sector, which also have internal labor market more developed than agriculture, as there are greater incentives to career mobility and reduction of labor turnover in those sectors. The thesis concludes with the proposition of some policies that can minimize the effects of segmentation and increase the welfare of workers.

La croissance du secteur informel en Algérie fait de celui-ci une composante structurelle de l’économie. Les controverses, déjà anciennes, sur son rôle (dynamique, marginal, parasitaire) se poursuivent et témoignent de la complexité du phénomène. L’objet de notre thèse consiste à analyser le secteur informel en Algérie, selon la définition du BIT, afin de comprendre s’il s’agit d’un secteur dynamique ou d’un secteur de subsistance. Pour cela, nous avons réalisé une enquête représentative auprès d’un échantillon de 522 ménages dans la wilaya de Bejaia, soit près de 1000 actifs occupés. L’analyse en coupe instantanée des données de l’enquête, grâce à l’analyse factorielle des correspondances multiples et la régression logistique, a permis de cerner les caractéristiques saillantes des actifs (salariés et non salariés) du secteur informel et d’établir ainsi différentes typologies (informels purs vs. informels hybrides ; travailleuses à domicile couturières, sous-traitantes de pro duits alimentaires et prestataires de services) qui témoignent de son hétérogénéité (diversité des activités et des acteurs, degrés d’informalité variables, différenciation des revenus). L’analyse de la mobilité socioprofessionnelle des actifs informels met en évidence l’existence au sein du secteur informel d’une forte mobilité intra-sectorielle ascendante et une segmentation entre les micro-entrepreneurs non mobiles et les micro-entrepreneurs mobiles. Globalement, la faiblesse du capital humain, le faible niveau des revenus ainsi que la faiblesse des liens avec le reste de l’économie, tout en confortant la thèse de la segmentation entre les deux secteurs (formel et informel) et au sein du secteur informel lui-même, accréditent l’existence d’un secteur informel de subsistance. / The growing informal sector in Algeria has become a structural component of the economy. The old controversies on its role (dynamic, marginal or parasitic) are still going on and account for the complexity of the phenomenon. The subject matter of our thesis is to analyze the informal sector in Algeria, according to the ILO’s definition, in order to understand whether it is a dynamic or a subsistence sector. In this connection, we conducted a representative survey on a sample of 522 households in the wilaya of Bejaia, i.e. nearly 1000 employed workers. The cross-section analysis of the data, thanks to multivariate analysis (multiple correspondences) and the logistic regression, has identified the salient features of employees and self-employed of the informal sector. Thus, we distinguished various types (pure informal vs. hybrid informal; seamstresses, food sub-contractors and service providers homeworkers), which reflect its heterogeneity as regards the diversity of activitie s and actors, varying degrees of informality and income differentiation. The analysis of the informal workers’ mobility highlights strong intra-sectoral upward mobility within the informal sector and the segmentation between non-mobile and mobile self-employed. Low human capital and low income as well as weak linkages with the overall economy support the assumption of segmentation between the two sectors (formal and informal) as well as within the informal sector itself, but emphasize the existence of a large informal subsistence sector.

This thesis describes the design of a marketing strategy for the Brno fitness center. The work includes a detailed analysis of the current state, analysis of macroenvironment and microenvironment, including SWOT analysis. The work also includes the satisfaction survey of current customers. Finally, the work presents suggestions to improve the current situation, attract new customers and increase sales.

The subject of my thesis is to build a marketing plan for the company PSJ, as In the theoretical part describes the basic information for marketing, necessary to formulate a marketing plan. The analytical part of the made analysis of the current environment that are the basis for drawing up the final part. In the next chapter, using the data obtained is designed own marketing plan for the year 2015.

The thesis considers lifestyle with emphasis on its applicability in marketing practices. The first part characterises the social research projects that took place recently in the Czech Republic. The second part concentrates on the principles and methods of market segmentation, followed by an example of financial market segmentation based on features of lifestyle. The final part contains recommendations related to marketing strategies towards chosen segments.

This diploma thesis deals with marketing segmentation of food for dogs. The market is specified by companies existing on the market, devided into five pricing group. For better understanding of the problem there are mentioned also general principles of dog feeding and researches realized in past. Segments are revealed on basis of one segmentation criteria, other possible views are just briefly mentioned. Marketing strategy is suggested for three chosen target groups.

ABSTRACT Kutnohorský, Karel.Application of marketing management in a selected company. University of Economics in Prague -- Faculty of Management in Jindřichův Hradec, 2009, 78 pages, tutor: Doc. Ing. Hana Ezrová, CSc. The main topic of this thesis is a marketing operation system of a selected company. The work is divided into two parts. The first part follows a marketing operation theory based on planning, implementation and verification. The second, practical part describes a certain development industry segment and the company which allowed execution of the thesis. It analyses individual marketing operation phases of the company. The last part reviews the operation system and presents improvement suggestions.

The main objective of the diploma thesis is to determine the perception of the Kolonáda brand by young people and how to become relevant for them. This would not be possible without specific knowledge of the whole market and without knowledge regarding the segments of biscuits and wafers consumers. The market segmentation is based on MML-TGI data collected by the research agency Median, five segments are revealed. I have also implemented my own questionnaire research on a sample of 480 respondents aged up to 34 years including. Based on the results of the practical part, recommendations for the Kolonáda brand are proposed -- how to become more relevant for the young consumers and stay attractive for the current consumers.