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Traditional market segmentation - an evaluating approach

Ahlm, Sara ; Holmström, Maria and Stenman, Victoria (2007)
Department of Business Administration
Abstract
The purpose of this research is to evaluate traditional market segmentation variables, as criticism has been directed towards these variables. Based on our problem discussion we find it motivating to undertake investigation in order to understand which connotations an ethnographic approach will provide. Methodology:
We have applied an ethnographic approach, which has enabled us to attain under the surface knowledge from our respondents. Theoretical perspective:
As we wanted to evaluate existing traditional segmentation variables, we decided to only include theory regarding these variables. Empirical data:
In order to collect our data, we observed seven respondents at Ikea and conducted observations and in-depth interviews in their homes.... (More)
The purpose of this research is to evaluate traditional market segmentation variables, as criticism has been directed towards these variables. Based on our problem discussion we find it motivating to undertake investigation in order to understand which connotations an ethnographic approach will provide. Methodology:
We have applied an ethnographic approach, which has enabled us to attain under the surface knowledge from our respondents. Theoretical perspective:
As we wanted to evaluate existing traditional segmentation variables, we decided to only include theory regarding these variables. Empirical data:
In order to collect our data, we observed seven respondents at Ikea and conducted observations and in-depth interviews in their homes. Conclusion:
We suggest that Ikea should utilize a behavioural segmentation approach. As we were evaluating Ikea’s segmentation, our research resulted in three characteristics, which define the Ikea customer, cost aware, practical, and simple. These characteristics can be an appropriate foundation for Ikea to segment the market on. (Less)
Please use this url to cite or link to this publication:
author
Ahlm, Sara ; Holmström, Maria and Stenman, Victoria
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Market segmentation, Ethnographic study, Ikea, Management of enterprises, Företagsledning, management
language
Swedish
id
1339435
date added to LUP
2007-05-29 00:00:00
date last changed
2012-04-02 16:41:23
@misc{1339435,
  abstract     = {{The purpose of this research is to evaluate traditional market segmentation variables, as criticism has been directed towards these variables. Based on our problem discussion we find it motivating to undertake investigation in order to understand which connotations an ethnographic approach will provide. Methodology:
We have applied an ethnographic approach, which has enabled us to attain under the surface knowledge from our respondents. Theoretical perspective:
As we wanted to evaluate existing traditional segmentation variables, we decided to only include theory regarding these variables. Empirical data:
In order to collect our data, we observed seven respondents at Ikea and conducted observations and in-depth interviews in their homes. Conclusion:
We suggest that Ikea should utilize a behavioural segmentation approach. As we were evaluating Ikea’s segmentation, our research resulted in three characteristics, which define the Ikea customer, cost aware, practical, and simple. These characteristics can be an appropriate foundation for Ikea to segment the market on.}},
  author       = {{Ahlm, Sara and Holmström, Maria and Stenman, Victoria}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Traditional market segmentation - an evaluating approach}},
  year         = {{2007}},
}