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Pacific Brand Case

In: Business and Management

Submitted By dann5
Words 2013
Pages 9
Pacific Brands: Segmentation Australian Brasserie Consumers

Q1. For this case, involving some exploratory research, Exhibit 12a and 12b show the segmentation and descriptor variables used to collect data for the segmentation analysis. Comment on the appropriateness and comprehensiveness of these attributes. What would your team change in this questionnaire and what other segmentation and descriptor questions would you recommend to ask to respondents for a better segmentation and targeting strategy?
1.) The comprehensiveness and appropriateness in the data from exhibit 12a and 12b for the segmentation analysis are very accurate and on point. The questions asked in exhibit 12a, the segmentation variables, are really right to the point and they are getting as much information as possible form customers about their knowledge of fashion. Also, exhibit 12a segmentation variable questions are very helpful because they are finding out important information from the customers to help target their preferences with bras, as well as great information on how to better market for their bras. Exhibit 12b, descriptor variables, is also appropriate because it helps with targeting different segments of customers specifically. Also, this information helps to specify how to market, when/where to market, and to whom to market different information to different segments of customers.
- My team would change from the questionnaire a few things that could help impact the segmentation analysis. The questions from exhibit 12a were great, but exhibit 12b the questions could be tweaked a little. The level of education question is unnecessary for this topic of fashion. Also, you can take out from other people, modest, orthodox, and rational categories. The questionnaire could ask for marital status, full-time/part-time jobs, occupations, and media consumption.
Q2. Run

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