Econometric Models and Methods in Marketing

Ing. Tsend-Ayush Ganbaatar

Master's thesis

Abstract:

The thesis aims to figure out possible ways to determine appropriate target segments for competitive yogurt brands in U.S after identifying market segments based on demographic variables. We have chosen five top yogurt brands to identify the market segments and the dataset of demographics and consumers’ purchase is provided by IRI . In order to reach the goal, the thesis employs a family of limited dependent variable models. According to the findings, it is proven that household income, size and household head age are the most influential demographic variables and have enough power to predict customers’ choices. There can be particular and distinctive target segments for each competitive brand in terms of the significant demographics out of the all possible market segments. In other words, it is effective to employ limited dependent variable models to predict consumers’ choices and determine appropriate target segments for the brands. Based on the distinctive target segments for the brands, it became clear there could be three niche markets , which are readily available for new entries in the yogurt market. Furthermore, we have observed certain shifts between brands when the demographics change, which gives a quick rise of further research questions.

Keywords

Market segmentation, target segments, brand competition, limited dependent variable models, market mappings, brand shifts and niche market possibilities

Language used: English

Date on which the thesis was submitted / produced: 17. 5. 2016

Thesis defence

• Date of defence: 13. 6. 2016
• Supervisor: Ing. Daniel Němec, Ph.D.
• Reader: doc. Ing. Alena Klapalová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)