Rinkos segmentavimo ypatumai (UAB „Lelija“ atvejis)
Peculiarities of Market Segmentation (Joint Stock Company Lelija Case)
Author(s): Evandželina Petukienė, Zofija Valatkienė, Alvydora PuronienėSubject(s): Social Sciences
Published by: VšĮ Šiaulių universiteto leidykla
Keywords: Consumer; marker; segmentation.
Summary/Abstract: The aim of the article is to analyse peculiarities of market segmentation JSC Lelija case. In order to achieve this aim we studied why companies interested in making successful sales need market segmentation, information about styles of clothes in demand, why customers buy them, when, how and who buys products of a particular clothing manufacturer. Analysis of peculiarities of market segmentation in JSC Lelija showed that its client is: a rational, oriented to reliable goods, careful and critical customer who prefers Lithuanian high quality clothes relying more on a shop assistant rather than on advertising on TV, in newspapers, etc. Basic characteristics of JSC Lelija customers are: metropolitan women, aged 26–35, with university education, who like classical style and usually wear Lithuanian clothes appropriate in job place.
Journal: Jaunųjų mokslininkų darbai
- Issue Year: 2006
- Issue No: 2(9)
- Page Range: 101-104
- Page Count: 4
- Language: Lithuanian