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Title: Segmenting the Hong Kong Internet shopping market
Related: Academy of Marketing Conference (5 - 7 July 2005 : Dublin, Ireland)
Related: Ghallachoir, K.. 2005 Academy of Marketing Conference : building business, shaping society, p.1-13
Publisher: Ireland : Dublin Institute of Technology
Date: 2005
FoR/RFCD Code(s): 150500 Marketing
Author/Creator: Elliott, Greg
Author/Creator: Li, Sai Keung
Description: Internet shopping has seen tremendous growth over the past few years. However, its adoption has been slower in Hong Kong and purchasing online still accounts for only a small fraction of total retail sales in this city. Against such a background, the need to identify target market segments is heightened. This paper discusses the application of cluster analysis to segmenting the Internet shopping market in Hong Kong. In total nine market segments are identified and profiled among the three major groups of Internet users, Internet shoppers and non-Internet users. Implications for practitioners are also discussed.
Description: 13 page(s)
Subject Keyword: 150500 Marketing
Subject Keyword: Internet shopping
Subject Keyword: market segmentation
Subject Keyword: cluster analysis
Subject Keyword: diffusion
Subject Keyword: Hong Kong
Resource Type: conference paper
Organisation: Macquarie University. Macquarie Graduate School of Management

Macquarie University ResearchOnline