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Customer Profiling Based on the Criteria of Sustainable Consumption

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  • Evgeni Stanimirov
  • Mariya Georgieva

Abstract

The ever-increasing implementation of the concept of sustainable business development changes the market focus of many companies. This is the result of striving to serve a specific market segment with strong development potential – the "sophisticated" customers’ market. The principle idea is that "sophisticated" customers have high ethical consciousness and intense sustainable consumption. This article attempts to determine whether a segment of "sophisticated" customers can be identified in a specific branch of the Bulgarian economy (sale of carbonated soft drinks) and what its characteristics are. On this basis, an original model (SMF-model) of customer profiling has been developed which reflects the concept of customer sophistication. The abovementioned model can be useful for optimizing the customer portfolios of the companies and for more effective financial planning.

Suggested Citation

  • Evgeni Stanimirov & Mariya Georgieva, 2019. "Customer Profiling Based on the Criteria of Sustainable Consumption," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 3-17.
    • Handle: RePEc:bas:econst:y:2019:i:3:p:3-17
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    References listed on IDEAS

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    6. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
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    Cited by:

    1. Mariya Georgieva & Evgeni Stanimirov, 2021. "Marketing Projections of Socially Responsible Branding on Consumer Loyalty," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 23-52.
    2. Karolus Karni Lando & Achmad Sudiro & Wahdiyat Moko & Nur Khusniyah Indrawati, 2024. "The Effect of Service Quality on Recertification. Mediated by Customer Satisfaction and Relationship Commitment," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 160-179.
    3. Mariya Georgieva & Vanya Kraleva & Svilen Ivanov, 2021. "Good Practices in the Field of Corporate Social Responsibility (Comparative Analysis for Bulgaria, Romania and Serbia)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 169-191.

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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