Target Market of Nine West
An analysis of consumer behavior determines those customer market segments that can best be served by the firm. These segments are the target market. Target market can be defined as potential consumers to whom a product is marketed. Firms cannot meet all needs of all consumers. Marketers do best when they prepare a specific program to each target market. Through market segmentation the firm can select the best target market, given its resources and the competitive environment, and cater to its needs and wants while reducing the costly errors and wasted expenditures inherent with less analysis. Marketers concentrate on the customers first and then design and refine the product and service strategies to satisfy the needs of a precise consumer market segment (McDonald and Dunbar 59).
Psychographics
Psychographics includes social class, lifestyle, or personality variables. The end result of using these variables is a psychological profile of each market segment. Lifestyle describes how individuals spend their time, what they consider important about their immediate surroundings, their opinions on various issues, and their interests. In contrast, psychographics is a widely applied technique used in the measurement of lifestyle (Weinstein 56-57).
Customer Profile
The majority of customers are young girls from 15-25 years old. Nine West is popular among all ethical groups lived in the region. Income is the main distinctive features of this retailer. Majority of its customers belong to a middle-class. Consumers value unique brand image and price proposition, high quality and unique personal image.
Overview of Customers
The majority of the customers are repeat purchasers. They value brand and unique design. Customer loyalty can be defined as a commitment to continue to do business with Nine West on an ongoing basis. Usually, Nine West purchasers are friends or a mother and a daughter. The customers are driven by: self-respect and sense of belonging to a particular group (Weinstein 58).
Psychographic profile
Lifestyle. The majority of customers are college and university students, and young working women with professional and technical education; managers, clerical, sales orientation. The style of life of consumers goes beyond economic factors and includes an increasing concern with a sense of well-being (McDonald and Dunbar 159). Consumers behavior is influenced by factors mentioned above and reflected their feelings, states of happiness, and other behavioral measures are associated with their expectations. Generally, the style of life is equated with a sense of satisfaction.
Interests and Opinions. They value entertainment and luxury goods. Fashion and unique personal image are the main values of this group. The strategies and unique image of the products depend heavily on “image” and prestige, fashion and social influences. Factors comprising items related to cultural activities, outdoor activities, sports activities, and roots such as visiting ancestral homelands and friends and relatives indicated that personal values were more useful than demographics in predicting tourist destination selection. New social landscape brought new ideas and social order to women who became independent and liberal
Activities. They go info sport and prefer independence and freedom of choice. For these you women, physical training and exercises can profoundly influence functional capacity in individuals. Regular training increases energy expenditure and increase dietary intake. Exercise training is beneficial for the young girls helping them to remain fit and healthy (Levy and Weitz 28).
Works Cited
Levy, M., Weitz, B.A. Retailing Management, Irwin, Chicago, IL, (1995), 28-30.
McDonald, M., Dunbar, I. Market Segmentation: How to do it, how to profit from it utterworth-Heinemann; New Ed edition, 2004.
Weinstein, A. Handbook of Market Segmentation. Haworth Press; 3 edition, 2004.