Сегментація пивного асортименту компанії «Оболонь» для акцентованого рекламування за вимірювальними атрибутами

Abstract

A new segmentation of the beer assortment group is proposed for accented advertising with rational motives. The novelty of the segmentation is applying such previously unused quantitative attributes as percentage of alcohol in beer and the rate of dry substances in the initial wort. The segmentation was carried out on beer and beermixes produced by Ukrainian company Obolon. As a result, trendy, central and 4 extreme beer segments were formed