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| Author: | Hsu, P-F. Han, H-T. |
| Title: | Segmentation and relationship marketing analysis of online auctions for female consumer products |
| Journal: | Journal of international marketing and marketing research
2010 : FEB, VOL. 35:1, p. 3-21 |
| Index terms: | relationship marketing segmentation marketing electronic commerce Internet auctions consumers products gender |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This study aims to further understanding of online (hereafter as: ol-) auctions for female consumer goods, developing appropriate relationship (as: r-ship.) marketing strategies for different groups of ol-auctions shoppers. The main findings are the following: 1. Three clusters are formed based on the amount respondents spent on ol-auctions. Shoppers have differences in their demographic data, life style, usage of media, ol-shopping determinants and favourite r-ship. marketing methods. 2. The top five female products of ol-auctions are bags, clothing, beauty products, cosmetics and shoes. High consumption group prefer buying limited edition and branded products. However, low consumption group has higher experiences in buying used goods and higher frequency in ol-shopping. 3. Regarding the r-ship. marketing, shoppers put higher emphasis on product quality, follow by after-sales services, quick responds, and speed of delivery. |
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