Consumer segmentation and product distribution channels : case Rehome
Shrestha, Prashant (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052814958
https://urn.fi/URN:NBN:fi:amk-2020052814958
Tiivistelmä
The thesis is concerned with the Rehome project, a project based on LAB University of Applied Sciences, Finland. The sole purpose of the thesis was to find the segments of potential customers for the furniture products of Rehome. The thesis also helps to find effective distribution channels for reaching the customers. Moreover, the thesis helps Rehome to understand the market and customer groups. Furthermore, it provides an opportunity for the development of marketing and distribution for the future.
The thesis analyses both the theoretical and empirical approaches related to the topic. The theoretical part focuses on the concepts and the process of market segmentation and distribution channels. However, the thesis is more focused on market segmentation rather than distribution channels. The segmentation and distribution strategies are done in two stages i.e. data collection and data analysis. The empirical part of the thesis is about the qualitative analysis of the data collected via a survey from various random respondents.
A qualitative data analysis method is used to answer the research questions. After the data analysis through the inductive approach, the research shows various potential consumers segments for the Rehome project and suggests them effective channels to reach the customers.
The result of the research depicts the major concerns of Rehome regarding B to C marketing like which consumer segment should Rehome target and how should they distribute the products. Furthermore, the results show the characteristics of potential customers like age, location, gender, preferences, family size, etc. For instance, a single male under 20 and 21 to 30 years old living in Asia with no children could be the characteristics of potential customers. Moreover, the results also show that they can be reached through indirect distribution channels via Furniture stores or online shops. In addition, the research also helps in a future study to develop effective marketing strategies for Rehome.
The thesis analyses both the theoretical and empirical approaches related to the topic. The theoretical part focuses on the concepts and the process of market segmentation and distribution channels. However, the thesis is more focused on market segmentation rather than distribution channels. The segmentation and distribution strategies are done in two stages i.e. data collection and data analysis. The empirical part of the thesis is about the qualitative analysis of the data collected via a survey from various random respondents.
A qualitative data analysis method is used to answer the research questions. After the data analysis through the inductive approach, the research shows various potential consumers segments for the Rehome project and suggests them effective channels to reach the customers.
The result of the research depicts the major concerns of Rehome regarding B to C marketing like which consumer segment should Rehome target and how should they distribute the products. Furthermore, the results show the characteristics of potential customers like age, location, gender, preferences, family size, etc. For instance, a single male under 20 and 21 to 30 years old living in Asia with no children could be the characteristics of potential customers. Moreover, the results also show that they can be reached through indirect distribution channels via Furniture stores or online shops. In addition, the research also helps in a future study to develop effective marketing strategies for Rehome.