Cluster Analysis of Students in Market Segmentation Based on Selected Motivation Factors in Educational Marketing

被引：0

作者：

Stefko, Robert ^{[1
]}

Litavcova, Eva ^{[2
]}

Jencova, Sylvia ^{[3
]}

Ivancova, Ol'ga ^{[4
]}

机构：

[1] Univ Presov, Fac Management, Dept Mkt & Int Trade, Presov, Slovakia

[2] Univ Presov, Fac Management, Dept Quantitat Methods & Managerial Informat, Presov, Slovakia

[3] Univ Presov, Fac Management, Dept Finance & Accounting, Presov, Slovakia

[4] Univ Presov, Fac Management, Brokernet Sro, Presov, Slovakia

来源：

MANAGEMENT 2010: KNOWLEDGE AND MANAGEMENT IN TIMES OF CRISIS AND ENSUING DEVELOPMENT, PTS I AND II | 2010年

关键词：

Cluster analysis; educational marketing; market segmentation; motivation factors; target marketing;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study deals with the analysis of issues devoted to defining the value of education in terms of selected motivational factors. In the marketing of an educational organization is very important the students' market segmentation, especially dividing the market into groups based on common motivational factors. The aim was to find an optimal model that describes a data sample with regard to focus, and found the model to divide respondents into clusters. Then describe the context, what are the model specified clusters of respondents with the demographic and psycho-social characteristics. The segmentation process enables the marketing effort to be very effective for every university, or another educational institution in their target marketing.

引用

页码：464 / 476

页数：13