《Marketing Strategies for Targeted Market Segments Based on Shopping Mall Images》.doc

MARKETING STRATEGIES FOR TARGETED MARKET SEGMENTS BASED ON SHOPPING MALL IMAGES Michael Adiwijaya Lecturer Staff, Petra Christian University Surabaya Email: michaels@peter.petra.ac.id ABSTRACT This research examined the market segmentation based on shopping mall image. The shopping mall image is derived from the customer perception toward the performances of shopping mall attributes such as merchandising, accessibility, service, atmosphere, entertainment, food, and services. There are four results from the market segmentation processes; they are market or customer segments, customer demographic profile, customer shopping behavior description, customer perception and customer opinion toward the shopping mall image. Three market segments are revealed in this research; namely “Demander”, “Rationale”, and “Satisfier” in which each of market segment had difference perception toward the shopping mall image but they had the same shopping behavior except for the amount of money spent per visit variable. Through the analysis of each market segments profile, then two segments, namely “Rationale” and “Satisfier”, are identified as potential target market. Finally the marketing strategies based on shopping mall image are developed for potential target market segments. Keywords: Shopping Mall Image Studies, Shopping Mall Attributes Performances, Market Segmentation, Target Market, Marketing Strategies 1.1 BACKGROUNDS Nowadays one of the global market main challenges for shopping mall industry is the intense competition between the shopping mall both in the same region and also in the different region as well. (Soriano, 2003). This competition becomes more intense because the shopping malls not only compete with the other shopping malls but also with the other shopping centers format such as strip centers. Beside that, the shopping malls also have to compete with the indirect competitors both for the stores formats such as department stores, specialty stores, category specialist