Mosaic Romania is the only comprehensive demographic segmentation for Romania based on 196 variables including the national census.
A powerful picture of Romanian consumers
Geo‐demographic segmentation, also known as clustering, is based on the premise that people tend to gravitate towards others who are like them, settling into communities and neighbourhoods of relative homogeneity.
Factors that go into clustering include age, income, education, ethnicity, occupation, housing type, and family status.
Of course, you are not exactly like your neighbour and your family is not identical to the family across the street, but, painting in broad strokes, demographers have found that the old adage “birds of a feather flock together” is true. And, most important to marketers, neighbours also share similar patterns of predictable consumer behaviour.
The need to “keep up with the Joneses or the Popescus” reflects this tendency for neighbours to buy the same products, shop at the same stores, drive similar cars, and dine out at the same restaurants.
To understand how Mosaic works, and what it can do for your business, take a look at our publications, papers, case studies and presentations. Our Mosaic video fully describes the 45 Mosaic Types in terms of their Demography, the Environment in which they live, their Household Economy, their Consumer Values, their Consumption Patterns and their predicted ‘Change Path’.