Using Binary Logit Model to Develop the Target Consumer’s Differentiation Standards for the Marketing Activities in Tea Retailers Sales Observation Method

• The purpose of this research is to use binary logit model (BLM) to find out what kind of customer would be interested in certain types of marketingactivities in order to form the standards of sales observation model (SOM). A questionnaire, composed by demographic variables, lifestyle, and themarketing activities of two well-known tea retailers in Taiwan, has been used for data collection. The standards of SOM serve as a kind of innovation in the field of customer behaviour. It is a useful skill for learning because it helps the salesperson to reach target customers more easily .Copyright © 2014 Inderscience Enterprises Ltd.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Samhällsbyggnadsteknik -- Transportteknik och logistik (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Civil Engineering -- Transport Systems and Logistics (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Binary logit model

BLM

Innovation

Learning

Marketing activities

Sales observation method

Taiwan

Tea retailers

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