1、1MARKETING STRATEGIES FOR TARGETED MARKET SEGMENTSBASED ON SHOPPING MALL IMAGESMichael AdiwijayaLecturer Staff, Petra Christian University SurabayaEmail: michaelspeter.petra.ac.idABSTRACTThis research examined the market segmentation based on shopping mall image. The shopping mall image is derived f
2、rom 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 prof
3、ile, 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 mal
4、l 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 s
5、hopping mall image are developed for potential target market segments.Keywords:Shopping Mall Image Studies, Shopping Mall Attributes Performances, Market Segmentation, Target Market, Marketing Strategies21.1 BACKGROUNDSNowadays one of the global market main challenges for shopping mall industry is t
6、he 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
7、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 etc and for the non store formats such as online retailers, television home shopping, direct selling, etc as
8、well. (Levy they are quality of the center, safe place to be, and the personal security. 2.1.2 Customer PerceptionPerception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world (Schiffman and Kanuk, 2004, p.1
9、58). Meanwhile customer perception according to Cutlipp (1999, p.120) is the interpreted of scene of actions, included people, places, actions, and entire range of phenomena, which is give perceptions of that scene to the customer and respond based on the perception.Two individuals may be exposed to
10、 the same stimuli under the same apparent conditions, but how each person recognizes, selects, organizes, and interprets this stimuli is highly individual process based on each persons own need, values, and expectation. (Schiffman and Kanuk, 2004, p.158)2.1.3 Market Segmentation and TargetingMarket
11、segmentation can be defined as the process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix (Schiffman and Kanuk, 2004, p.50). Based on Kotler, there are two kind bases for market s
12、egmentation. They are descriptive base and causal base (as cited in Lee Hew then the development of marketing strategy can be established. The summary of the theoretical framework can be seen as flow chart on figure 1.18Figure 1.1 Conceptual Framework Chart3.1 ISSUES FOR INVESTIGATION3.1.1 Purpose o
13、f Research1. To make the customer segmentation based on the customers perception toward the performances of shopping mall attributes or based on shopping mall image.2. To collect information regarding the demographic profile of customer, the customer shopping behavior, customer perception towards sh
14、opping mall image and the customers opinion toward Tunjungan Plaza Surabaya as the places (object) of the research. 3. To identify the potential market segments as target markets.The Causal Market Segmentation based on Shopping Mall ImageShopping Mall AttributesMarket Segments The Global Shopping Ma
15、ll ChallengesCustomer Shopping BehaviorTarget MarketMarketing Strategies The movement from mass marketing strategy to the segmented marketing strategy 94. To develop marketing strategy based on shopping mall image for target markets.3.1.2 Problem Statement “How to formulate the marketing strategies
16、for shopping mall based on shopping mall image in order to attract the targeted potential market segments to visit and to shop at the mall?”3.1.3 Hypotheses Hypothesis 1:H0: There are no differences of customer perception toward shopping mall image for each market segmentH1: There are differences of
17、 customer perception toward shopping mall image for each market segments.Hypothesis 2:H0: Each customer segment does not perform different shopping behaviorH1: Each customer segment performs different shopping behavior.4.1 RESEARCH METHODOLOGY4.1.1 Place of Research The place for this research will
18、be done at Tunjungan Plaza (TP) which is located in Surabaya, East Java Province Indonesia. The considerations in choosing TP as the place of research are as follow; firstly TP is the largest shopping center in Indonesia, secondly TP is strategically located in the heart of Surabayas central busines
19、s district 104.1.2 Instrument Research Design There were four sections of questions on the questionnaire design; they are the demographic questions, the customer shopping behavior questions, the customer perception questions and the customer opinion question. The first section of the questionnaire i
20、s containing some questions related with the demographic information of the customers such as gender, age, marital status, education background, occupation, and monthly income. At the mean time, the second section of the questionnaire is containing some questions related with the customer shopping b
21、ehavior information. There are six shopping behavior that will be investigated; they are shopping preference, frequency of visit per month, amount of money spent per visit, desire to stay, amount of variable purchased per visit, and re-patronage intention.The third section of the questionnaire is co
22、ntaining some questions related with the customer perceptions toward the importance of shopping mall attributes performances. Finally, the last part is the open questions which are consisting of two questions connected to the customer opinion regarding the shopping preferences and the uniqueness of
23、the shopping mall4.1.3 Research PopulationThe population for this research is the entire customers of TP who were doing shopping activities within the mall, at the time that the field study was conducted. Therefore the customers who were not doing the shopping activities at that moment were not covered as the population for this research
