Traditional market segmentation - an evaluating approach

Sammanfattning: The purpose of this research is to evaluate traditional market segmentation variables, as criticism has been directed towards these variables. Based on our problem discussion we find it motivating to undertake investigation in order to understand which connotations an ethnographic approach will provide. Methodology: We have applied an ethnographic approach, which has enabled us to attain under the surface knowledge from our respondents. Theoretical perspective: As we wanted to evaluate existing traditional segmentation variables, we decided to only include theory regarding these variables. Empirical data: In order to collect our data, we observed seven respondents at Ikea and conducted observations and in-depth interviews in their homes. Conclusion: We suggest that Ikea should utilize a behavioural segmentation approach. As we were evaluating Ikea’s segmentation, our research resulted in three characteristics, which define the Ikea customer, cost aware, practical, and simple. These characteristics can be an appropriate foundation for Ikea to segment the market on.