Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD
Purpose – The purpose of this study is to examine the market segmentation approaches available and identify which segmentation approaches best suit for L’Oreal Malaysia. Design/methodology/approach – Questionnaires were distributed to 80 L’Oreal cosmetic users in Malaysia and 55 completed questionna...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/24653/ |
| _version_ | 1848792826917158912 |
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| author | Ong, Poh Choo |
| author_facet | Ong, Poh Choo |
| author_sort | Ong, Poh Choo |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Purpose – The purpose of this study is to examine the market segmentation approaches available and identify which segmentation approaches best suit for L’Oreal Malaysia.
Design/methodology/approach – Questionnaires were distributed to 80 L’Oreal cosmetic users in Malaysia and 55 completed questionnaires were analyzed. Besides, two interviews being conducted at L’Oreal Malaysia office and the result were analyzed too.
Findings – The results were as follows. First, analysis of L’Oreal cosmetic users based on segmentation bases available from different age group of users to generating segmentation variable that deemed appropriate to L’Oreal Malaysia. Second, analysis from L’Oreal Malaysia, the company perspectives of segmentation to accurately define the segmentation methods best fit into the company’s marketing program.
Practical implications – Although market segmentation is one of the most established concepts in marketing, still there are some shortfalls in the body of research creating a gap between theory and practice which lead to failure in the implementation of segmentation. (Sausen et al., 2005) Nonetheless, segmentation has been extensively used in consumer marketing. Effective segmentation is possible with conditions that segment is measurable, accessible, substantial and homogeneous.
Originality/value - The study has originality and values in that segmentation concept have not been studies much in the cosmetic domain in Malaysia. |
| first_indexed | 2025-11-14T18:50:35Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-24653 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:50:35Z |
| publishDate | 2010 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-246532018-03-19T23:16:38Z https://eprints.nottingham.ac.uk/24653/ Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD Ong, Poh Choo Purpose – The purpose of this study is to examine the market segmentation approaches available and identify which segmentation approaches best suit for L’Oreal Malaysia. Design/methodology/approach – Questionnaires were distributed to 80 L’Oreal cosmetic users in Malaysia and 55 completed questionnaires were analyzed. Besides, two interviews being conducted at L’Oreal Malaysia office and the result were analyzed too. Findings – The results were as follows. First, analysis of L’Oreal cosmetic users based on segmentation bases available from different age group of users to generating segmentation variable that deemed appropriate to L’Oreal Malaysia. Second, analysis from L’Oreal Malaysia, the company perspectives of segmentation to accurately define the segmentation methods best fit into the company’s marketing program. Practical implications – Although market segmentation is one of the most established concepts in marketing, still there are some shortfalls in the body of research creating a gap between theory and practice which lead to failure in the implementation of segmentation. (Sausen et al., 2005) Nonetheless, segmentation has been extensively used in consumer marketing. Effective segmentation is possible with conditions that segment is measurable, accessible, substantial and homogeneous. Originality/value - The study has originality and values in that segmentation concept have not been studies much in the cosmetic domain in Malaysia. 2010 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/24653/1/OngpohChoo.pdf Ong, Poh Choo (2010) Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD. [Dissertation (University of Nottingham only)] (Unpublished) Market segmentation Cosmetic Malaysia Cosmetic Industry L’Oreal Malaysia |
| spellingShingle | Market segmentation Cosmetic Malaysia Cosmetic Industry L’Oreal Malaysia Ong, Poh Choo Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title | Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title_full | Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title_fullStr | Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title_full_unstemmed | Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title_short | Examining the Approaches of Customer Segmentation in a Cosmetic Company: A Case Study on L'oreal Malaysia SDN BHD |
| title_sort | examining the approaches of customer segmentation in a cosmetic company: a case study on l'oreal malaysia sdn bhd |
| topic | Market segmentation Cosmetic Malaysia Cosmetic Industry L’Oreal Malaysia |
| url | https://eprints.nottingham.ac.uk/24653/ |