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Analyzing The Consumer Profiling For Improving Efforts Of Integrated Marketing Communication

Author

Listed:
  • Olimpia OANCEA

    (University of Pitesti)

  • Mihaela DIACONU

    (University of Pitesti)

  • Amalia DUTU

    (University of Pitesti)

Abstract

In an economy with a strong concurential character, organizations must capitalize the integrated marketing communication in the most effective way, to ensure the creation and maintenance of long-term relationships with current and potential customers. Building and managing the relationships with customers can have a direct and favourable effect on the efficiency of an organization's communication efforts. The integrated marketing communication identifies with the nowadays market dynamics and learns the organizations how easy can be to prosper in an environment where changes occur in an alarming way. Therefore, the purpose of this paper is to analyze the socio-demographic profile of the consumers of bread in Arges County, as well as the preferences and purchasing behaviour at the level of the market segments identified using the K-Means Cluster Analysis method.

Suggested Citation

  • Olimpia OANCEA & Mihaela DIACONU & Amalia DUTU, 2014. "Analyzing The Consumer Profiling For Improving Efforts Of Integrated Marketing Communication," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 101-108, July.
    • Handle: RePEc:cmj:seapas:y:2014:i:4:p:101-108
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    References listed on IDEAS

    as
    1. Schultz, Don E., 1996. "The inevitability of integrated communications," Journal of Business Research, Elsevier, vol. 37(3), pages 139-146, November.
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    More about this item

    Keywords

    Market segmentation; Consumer profile; Integrated marketing communication;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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