A Case Study of Market Segmentation for a Department Store
Date Issued
2015
Date
2015
Author(s)
Chang, Ting-Ting
Abstract
When we want to understand the economic situation, the prosperity degree of the promotion activities of department stores is one of the representative indications of economic situation. The annual ceremony and promotion of Mother’s Day are two biggest promotion activities during the whole year and the sales achievement occupies the most part of the income. However, during the low season, all of the sales promotion is in vain and these activities become routine and nonsense. Most of the previous study of department stores compares the difference between department stores in the same area or analyze the market position or study the marketing strategy. There are almost no studies of the effect of the sales promotion in low season and no studies for unimportant festival. The target of this thesis is the analyzing of the new arrival of summer ceremony in one department store in Taipei. Hoping that through the study, we can find some new marketing directions and some new consumer behavior. Through the analyzing of the consumer behavior of the summer ceremony, we find many new potential customers. We can divide these new potential customers into three parts and evaluate the consuming ability and behavior of the three different clusters. After we have conclusion, we can choose the potential and profitable market to be our main target market and to build our new brand strategy.
Subjects
consumer behavior
CRM
brand strategy
SDGs
Type
thesis