Customer profiling for Company X
Liukkonen, Asta (2014)
Liukkonen, Asta
Savonia-ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120919148
https://urn.fi/URN:NBN:fi:amk-2014120919148
Tiivistelmä
The purpose of this thesis was to study the main characteristics of customers of Company X’s Eastern-Finland premises and to find reasons why some of the shopping precincts customers do not visit the Company X. The goal was to divide the respondents into groups based on the basic segmentation model of Company X and analyze the information learned from each segment group’s geographic-, demographic- and psychological variables. Also specific characteristics of non-customer members of the company were introduced.
The research was conducted by generating a questionnaire for visitors of the shopping precinct. The data was analyzed with Webropol and Excel and utilized to describe the characteristics of the respondents and to reveal the reasons why some of the consumers visiting the shopping precinct are not visiting the Company X. For the theoretical part of the study the focus was on marketing related topics of consumer segmentation, consumer behavior and consumer profiling. The information for the theory part was acquired from literature and online materials, such as articles, web pages and E-books found on the Savonia UAS online collections.
The result of the study revealed that the customers of the shopping precinct hesitate to visit the Company X mostly due the fact that they do not have a need which the company could fulfill. Special offers and discount sales present the most common triggers for visiting the company. The results also indicated that customers experience the current store structure complicated and unpleasant for fast visits; subsequently customers wish effortless shopping experience. The results showed that most of the customers live within 250 kilometers from the company’s premises and majority of customers are 18-to-34 year-old females.
The research was conducted by generating a questionnaire for visitors of the shopping precinct. The data was analyzed with Webropol and Excel and utilized to describe the characteristics of the respondents and to reveal the reasons why some of the consumers visiting the shopping precinct are not visiting the Company X. For the theoretical part of the study the focus was on marketing related topics of consumer segmentation, consumer behavior and consumer profiling. The information for the theory part was acquired from literature and online materials, such as articles, web pages and E-books found on the Savonia UAS online collections.
The result of the study revealed that the customers of the shopping precinct hesitate to visit the Company X mostly due the fact that they do not have a need which the company could fulfill. Special offers and discount sales present the most common triggers for visiting the company. The results also indicated that customers experience the current store structure complicated and unpleasant for fast visits; subsequently customers wish effortless shopping experience. The results showed that most of the customers live within 250 kilometers from the company’s premises and majority of customers are 18-to-34 year-old females.