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Business & Economics

Consumer Market Segmentation on the Base of Evaluating TV Commercials
Daiva Sirtautienė, Vytautas V. Sirtautas

ABSTRACT. The purpose of the research is to ascertain specific features of the interrelationship between the elements of TV ads and the consumer market. The tasks of research include:

1. 1) make a percentage frequencies analysis of TV audience‘s add elements evaluation;
2. 2) with reference to criterion χ² and factor analysis find out significant differences between TV audience‘s sex and age which appear when evaluating add;
3. 3) test the main polarity of the consumer market factor;
4. 4) in detail discuss the researched sample‘s segmentation results, got from cluster analysis method.

The research confirmed Hypothesis 2: The value-related orientation of the audience, dependent on its age and gender, can be established by evaluation of advertisement elements. Polarity of the audience was established by factor and correlation analyses methods, dividing consumer market into two parts: 1) “vertical” tendency (men and youth; like exotica, fantasies; do not buy the advertised products); 2) “horizontal” tendency (women, elderly; like home, children, romance, specialists; dream of purchasing the advertised products). Sample clusters were singled out, describing 6 consumer groups: hedonistic, buyers, nervous, moderate, indifferent and realists.

KEYWORDS: advertising, consumer market, evaluation of TV commercials, Lithuania.

JEL classification: M37, D12, C14, P2.