Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

Creative Commons License
Content on this site is licensed under Creative Commons Attribution-ShareAlike 4.0


Double Blind Review Evaluation

~~~~~~~~~~~~~~~~~

Indexed by : EBSCO-CEEAS | CEEOL | RePEc | DOAJ | INDEX COPERNICUS | PROQUEST | ULRICH | DRJI | Google Scholar

~~~~~~~~~~~~~~~~~

ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503

~~~~~~~~~~~~~~~~~

Address

Elisabeta Queen
No. 4 - 12, District 1,
Bucharest, Romania

see area map

Phones

Tel: +4 021 310 49 20
Fax: +4 021 310 49 20

Email

manager@faa.ro

Site Vechi/ Old Site

~~~~~~~~~~~~~~~~~

Consumer's Attitude Segmentation for Effective Market Communication: A Case Study of Soft Drinks

 

download file

Creative Commons License

  1. Authors:
      • Abiodun, Abolaji Joachim, Afiliation: Covenant University, Ota, Ogun State, Nigeria
      • Oyeniyi, Omotayo Joseph, Afiliation: Covenant University, Ota, Ogun State, Nigeria

    Pages:
      • 64|73

  2. Keywords: Segmentation, consumer's attitude, communication objective, product variants

  3. Abstract:
    The fate of any product is ultimately determined by consumers’ attitude to it. This study based on primary data attempts to stratify the demand side of the market on the basis of the intensity of consumers’ feelings for a brand and it’s variant. Our hypothesis results indicate that consumers’ attitude to the parent brand is not related to its variants. The study recommends the need to set different communication objectives for each brand’s market segment with varying intensity of advertising and promotional appeals

download file

Creative Commons License

NEWS

  1. Manager, indexed by Directory of Research Journals Indexing

    Manager is included in Directory of Research Journals Indexing . For details

  2. Manager, indexed by Google Scholar Database

     Manager  is included in  Google Scholar  Database. For

  3. Manager, indexed by PROQUEST Database

     Manager  is included in  PROQUEST Database. For details

  4. Manager, indexed by INDEX COPERNICUS Database

    Manager  is included in INDEX COPERNICUS Database. For details

  5. Manager, indexed by DOAJ Database

    Manager is included in DOAJ Database. For details : http://www.doaj.org/doaj?func=openurl&genre=journal&issn=14530503

  6. Manager, indexed by RePEc Database

     Manager  is included in  RePEc Database. For details :

  7. Manager, indexed by CEEOL Database

    Manager is included in the International Database CEEOL-Central and Eastern European 

  8. Manager, indexed by EBSCO-CEEAS Database

     Manager  is included in  EBSCO-CEEAS Database. For details :