Question
Market Analysis- Segmentation Analysis
For this forum, please start by reading the following journal article located in the EMG 4006 LibGuide: Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profilesLinks to an external site.. Journal of Retailing and Consumer Services, 48, 113–121. (attached) The authors researched the segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. From the study, the authors revealed four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles were also identified based on different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans. Using this article, respond to the following:
1.Is there a profile that you most relate to? Explain why and provide example(s)
2.Share a learning outcome from the article. Explain how
you can use this to bolster your business plan and better define your target
market
Expert Solution
1.Despite several shopping profiles, I am more
inclined to price shopping. As explained by Ladhari et al. (2019), price
shopping places one's concern on the price of items while shopping. With price
shopping, shoppers are more inclined to get value for their money rather than
enjoyment. Additionally, price shoppers often use laptops or desktop computers
for online shopping. In the research done by Ladhari and colleagues, 75 percent
of the price shoppers used these gadgets for online shopping (Ladhari et al., 2019).
Price shopping is more convenient as it is value-oriented, and a shopper gets value
for their money.Moreover, price shopping enhances product comparison, enabling
shoppers to choose the most inexpensive online option. Despite price shopping
having merits, it may result in satisfaction by shoppers due to various
factors, including delivery, product presentation, and information and value
(Ladhari et al., 2019). Therefore, price shopping is a profile that I mostly
relate to.
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