Customer segmentation and efficient marketing : Case: Teboil Simpele
Harmanen, Riikka (2018)
Harmanen, Riikka
Saimaan ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060212099
https://urn.fi/URN:NBN:fi:amk-2018060212099
Tiivistelmä
The thesis research was made in the partnership with the service station Teboil Simpele. The purpose of this empirical research was to study customer segmentation of Teboil Simpele and how the clientele has changed during two and a half years. The thesis’ aim was also to examine suitable marketing channels for different customer segments, as well as to find out customers’ attitudes towards marketing. In addition, customer satisfaction was studied as well.
The theoretical part contains subject matters, such as targeting the marketing, marketing process and marketing communications, as well as customer segmentation related matters. Relevant theory was used to interpret the research results. In other words, they were used to help the reader understand background for this research and to lead the reader to the research part of this thesis fluently. The main topics of the theory are implemented in the research, as well as applied in the inquiries of this thesis research.
The research method used in the thesis was quantitative and the data for this research was gathered in two parts with a questionnaire handed out to the customers at Teboil Simpele. The first survey took its place at Easter 2015 and the second survey was conducted during Christmas 2017. The author herself was executing the whole process of collecting the answers. The total number of respondents was 373 in 2015 and 366 in 2017. The research results indicated that the clientele of Teboil Simpele had slightly changed over the years. Based on the results different customer segments were identified. Generally customers’ attitude towards marketing was found out to be slightly negative. However, differences among customer segments could be noticed.
The theoretical part contains subject matters, such as targeting the marketing, marketing process and marketing communications, as well as customer segmentation related matters. Relevant theory was used to interpret the research results. In other words, they were used to help the reader understand background for this research and to lead the reader to the research part of this thesis fluently. The main topics of the theory are implemented in the research, as well as applied in the inquiries of this thesis research.
The research method used in the thesis was quantitative and the data for this research was gathered in two parts with a questionnaire handed out to the customers at Teboil Simpele. The first survey took its place at Easter 2015 and the second survey was conducted during Christmas 2017. The author herself was executing the whole process of collecting the answers. The total number of respondents was 373 in 2015 and 366 in 2017. The research results indicated that the clientele of Teboil Simpele had slightly changed over the years. Based on the results different customer segments were identified. Generally customers’ attitude towards marketing was found out to be slightly negative. However, differences among customer segments could be noticed.