The Delineation of Consumer Group Profiles through-A Case Study of Lifestyle Brand

• Main Authors: Yin-HsuanLin, 林穎瑄
• Other Authors: Yi Sheng Goh
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/begeq8

碩士 === 國立成功大學 === 創意產業設計研究所 === 103 === In recent years, style has become an important basis for shaping the way of personal life, and we also see various Lifestyle Brands popping up. Such trends have prompted all kinds of Lifestyle Brand retail stores, playing an essential role on interacting between brand and consumers. The retail stores of Lifestyle Brand not only display products, but also offer opportunities for consumers to experience the lifestyle conveyed through the brand. How can a brand interpret its relation with consumers, differentiate out from other competitors, and recognize its consumer groups’ profile for establishing better marketing strategy became an addressed issue for retailers. Unlike previous market segmentation research, this study is based on the store image perceived by Lifestyle Brand’s consumers as a way of classifying consumer groups. For this exploratory research, the researcher focus on Mogu, a Taiwanese Lifestyle Brand pioneer, and its consumers, using in-depth interviews to explore consumer groups existed in store. This research shows three distinct groups of consumer profiles, helping marketers understand consumer behavior and develop long-term marketing strategy.