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EMAC 2020 Annual Conference

Customer Segmentation in a severe economic crisis

Published: May 27, 2020


Evi Chatzopoulou, University of Patras ; MARKOS TSOGAS, University of Piraeus


Recession; Segmentation; Customers


Given the changing shopping environment during a severe economic crisis period, the question is how this shift relocates customers and marketing executives to new realities, where new behaviors and trends emerge. However, segmentation based on the impact of economic crisis and customers purchasing behavior has not been studied, thus this is subject of the present paper. The objective of this study is to investigate different customers segments based on two aspects of crisis impact: the consumers perceived affection by economic crisis and the purchase behavior changes. The nature of the research is based on an exploratory research project and its population targeting Greek households. A fully structured questionnaire was used resulted to collect 1292 usable questionnaires. Research deduced 4 customer clusters: Adapters, Transitions, Wealthy and Stationary. Although over time and with the intensity of the crisis these clusters change rapidly, the change is limited to the percentage that each cluster represents, as its influence and perception are redistributed.


University of Piraeus Research Center