B2C market segmentation: A systematic literature review
The article provides a systematic literature review of market segmentation in the business-to-consumer (B2C) sector. Market segmentation is a critical component of strategic marketing, as it enables companies to identify and target specific groups of consumers with relevant products and services....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Univeristatii "Stefan cel Mare" din Suceava
2023-06-01
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| Series: | USV Annals of Economics and Public Administration |
| Subjects: | |
| Online Access: | http://annals.feaa.usv.ro/index.php/annals/article/view/1448/1128 |
| _version_ | 1797635977947119616 |
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| author | Anghel Tudorel COZMA Smaranda Adina COSMA |
| author_facet | Anghel Tudorel COZMA Smaranda Adina COSMA |
| author_sort | Anghel Tudorel COZMA |
| collection | DOAJ |
| description | The article provides a systematic literature review of market segmentation in the business-to-consumer (B2C)
sector. Market segmentation is a critical component of strategic marketing, as it enables companies to identify and
target specific groups of consumers with relevant products and services. The main objective of this review is to identify
the most commonly used and effective methods of segmenting consumer markets and to explore how firms have adapted
to the changing technology landscape. Additionally, the review aims to identify areas that have received less attention
in research and to develop a conceptual framework for harmonizing and expanding previous research aimed at
segmenting consumer markets over the past ten years. Through this review, it is evident that market segmentation is a
complex process that uses multiple variables and sub-variables. This systematic literature review provides valuable
insights into market segmentation in the B2C sector and contributes to advancing the fragmented literature on this
topic.
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| first_indexed | 2024-03-11T12:27:37Z |
| format | Article |
| id | doaj.art-8a06747f8a56475facbc4c3c2258e4f4 |
| institution | Directory Open Access Journal |
| issn | 2285-3332 2344-3847 |
| language | English |
| last_indexed | 2024-03-11T12:27:37Z |
| publishDate | 2023-06-01 |
| publisher | Editura Univeristatii "Stefan cel Mare" din Suceava |
| record_format | Article |
| series | USV Annals of Economics and Public Administration |
| spelling | doaj.art-8a06747f8a56475facbc4c3c2258e4f42023-11-06T07:01:39ZengEditura Univeristatii "Stefan cel Mare" din SuceavaUSV Annals of Economics and Public Administration2285-33322344-38472023-06-01231(37)2545B2C market segmentation: A systematic literature reviewAnghel Tudorel COZMA0Smaranda Adina COSMA1Bábes Bolyai University of Cluj-Napoca, RomaniaBábes Bolyai University of Cluj-Napoca, RomaniaThe article provides a systematic literature review of market segmentation in the business-to-consumer (B2C) sector. Market segmentation is a critical component of strategic marketing, as it enables companies to identify and target specific groups of consumers with relevant products and services. The main objective of this review is to identify the most commonly used and effective methods of segmenting consumer markets and to explore how firms have adapted to the changing technology landscape. Additionally, the review aims to identify areas that have received less attention in research and to develop a conceptual framework for harmonizing and expanding previous research aimed at segmenting consumer markets over the past ten years. Through this review, it is evident that market segmentation is a complex process that uses multiple variables and sub-variables. This systematic literature review provides valuable insights into market segmentation in the B2C sector and contributes to advancing the fragmented literature on this topic. http://annals.feaa.usv.ro/index.php/annals/article/view/1448/1128market segmentationb2csystematic literature reviewconsumer behaviormarketing strategy |
| spellingShingle | Anghel Tudorel COZMA Smaranda Adina COSMA B2C market segmentation: A systematic literature review USV Annals of Economics and Public Administration market segmentation b2c systematic literature review consumer behavior marketing strategy |
| title | B2C market segmentation: A systematic literature review |
| title_full | B2C market segmentation: A systematic literature review |
| title_fullStr | B2C market segmentation: A systematic literature review |
| title_full_unstemmed | B2C market segmentation: A systematic literature review |
| title_short | B2C market segmentation: A systematic literature review |
| title_sort | b2c market segmentation a systematic literature review |
| topic | market segmentation b2c systematic literature review consumer behavior marketing strategy |
| url | http://annals.feaa.usv.ro/index.php/annals/article/view/1448/1128 |
| work_keys_str_mv | AT angheltudorelcozma b2cmarketsegmentationasystematicliteraturereview AT smarandaadinacosma b2cmarketsegmentationasystematicliteraturereview |