Developing a Market Segmentation Framework for a New Online Store (Shop X)
Bosire, Linda (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051612388
https://urn.fi/URN:NBN:fi:amk-2025051612388
Tiivistelmä
The objective of the thesis was to create a market segmentation framework for a new online retail store inspired by Afrocentric styles. The goal of the framework was to support a strong entry into the competitive fashion industry by identifying optimal target market segments and marketing strategies.
This research explored market segmentation and marketing strategies in the theory section, then employed a mixed-methods approach, incorporating a quantitative-dominant survey directed at Afrocentric enthusiasts across diverse age groups. Key segmentation variables, including demographic, geographic, psychographic, and behavioral factors, were identified and utilized to analyse the results. Four distinct market segments were established based on shopping motivation, style preferences, and online behavior: urban male customers, urban female customers, gender-neutral customers, and rural customers.
In conclusion, a product, pricing, promotion, and distribution strategy was recommended for Shop X to tailor its product offerings and marketing efforts to align more effectively with the identified segments. The study also emphasized the necessity for a deeper research focus in a broader area and the value of employing diverse methods, including in-person interviews.
This research explored market segmentation and marketing strategies in the theory section, then employed a mixed-methods approach, incorporating a quantitative-dominant survey directed at Afrocentric enthusiasts across diverse age groups. Key segmentation variables, including demographic, geographic, psychographic, and behavioral factors, were identified and utilized to analyse the results. Four distinct market segments were established based on shopping motivation, style preferences, and online behavior: urban male customers, urban female customers, gender-neutral customers, and rural customers.
In conclusion, a product, pricing, promotion, and distribution strategy was recommended for Shop X to tailor its product offerings and marketing efforts to align more effectively with the identified segments. The study also emphasized the necessity for a deeper research focus in a broader area and the value of employing diverse methods, including in-person interviews.