Typology of consumer behavior in times of economic crisis: A segmentation study from Bulgaria

Abstract

This paper presents the second part of results from a survey-based market research of Bulgarian households. In the first part of the paper the author analyzes the changes of consumer behavior in times of economic crisis in Bulgaria. Here, the author presents market segmentation from the point of view of consumer behavior changes in times of economic crisis. Four segments (clusters) were discovered, and profiled. The similarities/dissimilarities between clusters are presented through the technique of multidimensional scaling (MDS) The research project is planned, organized and realized within the Scientific Research Program of University of National and World Economy, Sofia, Bulgaria.