Analysis of the target audience of medical organization (Baykal State University of Economics and Law; JSC «Doctor Bermental»; Irkutsk State Medical Academy of Continuing Education, Irkutsk, Russia)

The article is dedicated to the marketing research's results of medical organization's target audience. This organization provides health care for overweight. As a result a «portrait» of a consumer was compiled, particularly, socio-demographic, behavioral and psychological characteristics of this consumer were explored. Also some alternative target groups were identified.

Authors: Vinokurova A. M. [2] Pozdnyakov P. A. [2] Kitzul I. S. [3]

Tags: a target audience1 health care for overweight1 the consumer preferences1 the purchase motivation1