Online businesses possess high volumes of web traffic and transaction data. Often valuable data regarding visitor opinions and attitudes towards the service and the website itself are also available by means of online surveys. Additionally, sociodemographic data can provide characteristics of the audience, help differentiate between customer segments and understand drivers of loyalty with respect to each segment. Faced with the potentially rich body of the three kinds of information, companies urgently seek intelligent methods to analyze data in an efficient and insightful manner. The contribution of the present work consists of the introduction of an innovative and promising method for the joint analysis of all these data of the aforementioned dimensions that results in meaningful and valuable marketing knowledge. At the same time, the suggested solution yields also interesting practical results helping to better understand what is really going on at the website.
This paper presents the results of research carried out amongst the populations of Switzerland, Germany and Spain in order to determine their degree of awareness as well as opinions and attitudes regarding the internet. The purpose was to determine common tendencies and divergences between countries with high penetration, like Switzerland, those with medium penetration, like Germany and others with low penetration, like Spain. From the analysis it can be deduced there are no specific âLatinoâ cultural reasons for the low internet penetration in Spain and that differences in penetration and other issues in the countries investigated can be explained in socio-demographic terms and by the level of relative development.
The retail trade in Finland is very much centralized; the four major chains dominate the market. Mass marketing by making use of mass media and mass bargains has been very powerful in the past few years. Segmentation of the consumers by shop chains or by type of shop has occurred in a very small extent. Buying loyalty has decreased and people do shopping in several chains and and in several types of shops. Our survey shows that the customers of supermarkets in different chains differ very little from each other concerning sociodemographic and psychographic factors. Today and especially in the future it is more essential to study segmentation by benefits or situational segmentation. The choice of the shop can be effected by fast tepo special bargains and going over to an other type of shops happens easily. New shop groups that sell dry food stuff and non food-products have clearly taken customers from the traditional trade chains.
A larger number of new opportunities of watching TV will be offered to each individual by the expected developments of the Medium during the Eighties. What will be the reaction of the audiences? Will the individuals increase the time that they currently spend watching TV, or will they share the same amount of time among the different available programs and opportunities? An answer to the question can be found by analyzing the way in which people are spending their time every day. The analysis of a survey carried out by the French C.E.S.P. on the "Time allocation and Activities of Individuals" allows us to make some hypotheses. The study is done by socio-demographic groups, time of the day and day of the week. Afterwards these hypotheses are verified by the observed behaviour of the audiences after the introduction of new TV programs in some European areas (France, Luxemburg, Italy). The study leads to the conclusion that the main limit to the development of viewership seems to be the time available for the individuals, at least in the present socio-economic situation.
Important changes during the past twenty years in the distribution, concerning for instance the number of stores and their average size have very often been mentioned. Significant socio-demographic changes in most of our countries during the past years which have been much less emphasised have also taken place. They have consequences on market trends and market segmentations in terms of brands, varieties and packagings which are of a great and practical interest for marketing people. From consumer panels it is possible to build up indicators showing short and long term changes and their consequences. It is also possible to forecast what the near future will be.
In this paper, we first argue that the word "innovator" may be inappropriate to describe early triers of new grocery products, because such products are often not real innovations. Besides, an innovator is classically defined as the adopter of a new product, and the definition of "adoption" poses problems for such grocery products. Most of the paper is devoted to the description of a series of empirical analyses. These analyses lead to the final conclusion that the observed overlap in early trial across product classes might be misleading. We show that persons who are early triers of new products in multiple product classes do not necessarily do so because of some innovative disposition toward trying new products, that would allow us to characterise them as "generalised innovators". Rather, most (or all) of this overlap in early trial could be due, spuriously, to the overlap in purchase frequency across product classes, and to the relationship, in each class, between early trial and purchase frequency.
This paper starts from the hypothesis that the travel behaviour of one and the same individual over a period of several years is characterised by a certain regularity, and that therefore a travel experience segmentation can be used as a predictor of future holiday behaviour. In a first step we analyse the influence of socio-demo- graphic criteria on the choice of the main holiday destinations abroad in 1976. In a second step we do the same analysis with regard to criteria of past travel experience in the Mediterranean area and in countries north of Switzerland as well as relating to different types of holidays. The comparison reveals that the past travel experience is in a better position to explain the choice of the most popular holiday destinations abroad in 1976 than any of the socio-demographic criteria.
We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the general outlines of the method which was chosen. Two independent sources of information are available : -an index of reading and television viewing habits; -an index of habits concerning the product, obtained through a special survey. The problem consists in defining the target-group for the given product, first in terms of attitudes, then in terms of socio-demographic criteria, and to define the best media plan for the group in question.
We have chosen to illustrate the theme "Prom market research to media plan" with three actual application which are amongst the most interesting of their kind, of the computer to the marketing process at the "plan" level. The diagram shows the general outlines of the method which was chosen. Two independent sources of information are available : -an index of reading and television viewing habits; -an index of habits concerning the product, obtained through a special survey. The problem consists in defining the target-group for the given product, first in terms of attitudes, then in terms of socio-demographic criteria, and to define the best media plan for the group in question.
I shall try and start by illustrating some of the internal pressures among our marketing staff; which led to the decision to use data processing and the computer for analysis of basic information about the group of people who constitute our customers, the prescribing physicians. Every pharmaceutical company is aware of the criticism from both government and public sources that its promotional methods are expensive and not always tailored strictly enough to the needs of the doctors. This particularly concerns direct mailing. We felt, therefore, that if we knew more about the doctors and could organise this information into easily retrievable, accurate and relevant groupings then we would have a marketing tool which would enable us to be selective in our approach to the doctor. This would enable us to focus our mailings on groups of doctors more likely to be interested in their content and thus avoid the charge of using a hammer to kill a fly. There are additional economic benefits of course - mainly costs, as not only fewer stamps and envelopes are needed, but the print order can be tailored to the number of doctors we intend to contact. You may like to see a typical costing we developed showing the saving compared to overall mailing shots.