小城镇超市消费者分群模型建构  

Research of consumer market segmentation and model construction for small-town supermarket

作　　者：孙小亚[1] 

机构地区：[1]安徽机电职业技术学院,安徽芜湖241000

出　　处：《芜湖职业技术学院学报》2016年第3期38-41,共4页Journal of Wuhu Institute of Technology

基　　金：2016年度安徽高校人文社会科学研究重点项目(SK2016A022)

摘　　要：采用VALS2细分方法研究小城镇超市消费群体得分群模型建构问题。首先调研典型小城镇超市消费者的人口统计特征变量和购物行为的心理描述变量数据。采用因子分析和聚类分析方法将小城镇超市消费者群体分为4个分群体。并结合社会分层学说和生活形态指标对小城镇超市消费者进行分群模型建构,将小城镇消费者群体细分为四个群体。此项研究可以为进一步分析小城镇消费者提供借鉴和参考。The research of small-town supermarket consumers is based on VALS2 approach. The data of population variants and shopping habit of small-town supermarket consumers are collected. The main factor of the consumer segment was drawn with factor analysis. Further more cluster analysis of the new factors was collected. Cross-over analysis with population and so on divides the small-town consumers into four groups. By means of social stratification theory and biomorphous, the model of consumer architecture was built. Further analysis of small-town consumers can be advised by the research of this paper.

关 键 词：VALS2 小城镇 超市 市场细分 

分 类 号：F712[经济管理—产业经济]