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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
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Segmentation, customer analysis, psychographic, values, lifestyles, market communication, brand communication and communication models
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44149ISRN: JU-IHH-FÖA-1-20190929OAI: oai:DiVA.org:hj-44149DiVA, id: diva2:1321037
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-27 Created: 2019-06-06 Last updated: 2019-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf