Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
An Alternative Path to Customer Analysis: A qualitative case study with the aim to investigate the paradigm of segmentation and an alternative path to enhanced customer analysis
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Marketing and Logistics.
2019 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

Problem: The concept of marketing segmentation was introduced over 60 years ago and have been a central element in the process of conducting customer analysis since then. However, it has barely been criticized. Consequently, companies have constructed their communication strategies upon segmentation criteria’s with the belief of it being the most effective alternative. As digitalization has changed the way in which information is retrieved and the way people communicate with one another, the customer analysis process should be adapted accordingly.

 

Purpose: This study aimed to explore how customer analysis is performed by professionals in the marketing field today and identify which factors professionals find essential when communicating with their target audience.

 

Method: To fulfil the purpose of this research and answer the research questions, a qualitative research approach with a case study was conducted. Semi-structured interviews with eight Swedish professionals in the field of marketing was held in the empirical data collection process.

 

Conclusion:   The analysis of the interviews showed that there is an understanding of new perspectives when conducting customer analysis among professionals today. Furthermore, acknowledgments were made that for marketing communication to be effective, changes in customer demand and individuals life context should be taken into account. Based on these results, we conclude that segmentation criteria’s might be less relevant when identifying prospects and communicating with target audiences today. Moreover, companies should become familiar with their customer's preparatory understandings, as this premise could be used as a complement to segmentation when identifying prospects and performing effective marketing communication.

sted, utgiver, år, opplag, sider
2019.
Emneord [en]
Segmentation, customer analysis, psychographic, values, lifestyles, market communication, brand communication and communication models
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-44149ISRN: JU-IHH-FÖA-1-20190929OAI: oai:DiVA.org:hj-44149DiVA, id: diva2:1321037
Fag / kurs
JIBS, Business Administration
Veileder
Examiner
Tilgjengelig fra: 2019-06-27 Laget: 2019-06-06 Sist oppdatert: 2019-06-27bibliografisk kontrollert

Open Access i DiVA

An Alternative Path to Customer Analysis(1587 kB)41 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 1587 kBChecksum SHA-512
333cb5a8b25ae08ae5d340729690f405a3ff84434db560c7189a4f368ededb2071fdf64ff9a5d632cb544636bd3b6cb61a35bf14313d5380ebde1fc1655c58d0
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 41 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 224 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf