Using binary logit model to develop the target consumer's differentiation standards for the marketing activities in tea retailers' sales observation method
by Tzong-Ru Lee; Tzu-Fang Chang; Per Hilletofth
International Journal of Innovation and Learning (IJIL), Vol. 15, No. 4, 2014

Abstract: 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 marketing activities in order to form the standards of sales observation model (SOM). A questionnaire, composed by demographic variables, lifestyle, and the marketing 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.

Online publication date: Fri, 25-Jul-2014

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