Measuring the Effectiveness of Segmentation, Targeting and Positioning Strategy of L’oreal Products in Kingdom of Saudi Arabia
Keywords:
Segmentation, Positioning, Targeting, Marketing Strategy Effectiveness
Abstract
The study aims to assess the effectiveness of STP (Segmentation, Targeting and Positioning) of L’Oreal products in Saudi Arabia in terms of the effectiveness of the Market Segmentation, Targeting and Positioning applied by L’Oreal and the most influencing factor among STP strategies of L’Oreal Products. In this research, to adequately address the research questions a variety of data collection methods and instruments were used. The purpose of the study was to Effectiveness of Segmentation, Targeting and Positioning Strategy of L’Oreal Products in the Kingdom of Saudi Arabia. The effectiveness of the STP strategy was undertaken using a survey. The research was conducted through a survey, using the questionnaire as the research instrument. The respondents of the study are saloon employees in the eastern province of Saudi Arabia. The used research instrument uses the five-points Likert scale. The statistical tools used in the study are multiple regression analysis and weighted mean. From the study, the researcher concluded that there STP marketing strategy of L’Oreal is effective. The study provides recommendations by the researcher in assessing those questions around effectiveness of the STP Strategy of L’Oreal in the Kingdom of Saudi Arabia.
References
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Abrar ul Haq, M, Jali, M.R.M. (2016). Determinants of Rural Poverty in Pakistan: A Micro Study. Journal Governance and Development (Universiti Utara Malaysia press), 12(2): 53-66.
Abrar ul Haq, M. A, Nawaz, M. A., Mahtab, N., & Cheema, A. K. H. (2012). Determinants of Wage Growth: An Empirical Analysis of Private Formal Sector in Bahawalpur Division. Business and Economic Research, 2(1).
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2017a). Empowering rural women in Pakistan: empirical evidence from Southern Punjab. Quality & Quantity, 51(4), 1777-1787.
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2017b). Decision-Making Ability as a Source of Empowerment Among Rural Women of Pakistan. Global Social Welfare, 4(3), 117-125.
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2019). Household empowerment as the key to eradicating poverty incidence. Asian Social Work and Policy Review, 13(1), 4-24.
Abrar-ul-Haq, M., Jali, M. R. M., & Islam, G. M. N. (2015). Factors affecting small and medium enterprises (SMEs) development in Pakistan. American-Eurasian Journal of Agricultural & Environmental Sciences, 15(4), 546-52.
Abrar-ul-Haq, M., Jali, M. R. M., & Islam, G. M. N. (2018b). The Development of Household Empowerment Index among Rural Household of Pakistan. Pertanika Journal of Social Sciences & Humanities, 26(2).
Abrar-ul-Haq, M., Jali, R. M., & Islam, G. N. (2016c). Measuring the socio-economic empowerment of rural households in Pakistan. Journal of Governance and Development, 12(1), 107-122.
Alnsour, I. (2018). The Targeting Degree of Saudi Women In The Purchasing Decision Process. Probe-Business Management, 1(1).
Akram F, Abrar ul Haq, M., and Umrani, W. A. (2019). Assessing the Effect of Managerial Power on Firm Performance through the Perceptual Lens of Executive Remuneration. Pertanika Journal of Social Sciences and Humanities (University Putra Malaysia Press) 27 (1): 293 – 309
Akram, F. (2017). Innovation as Mediator between Corporate Governance and Firm Performance: A Theoretical Perspective. International Journal of Innovative Knowledge Concepts, 5(11).
Akram, F., Murugiah, L., &Arfan, A. (2017). Cultural Aspects and Leadership Effectiveness of Women Leaders: A Theoretical Prospective of Saudi Arabia. Pakistan Journal of Humanities and Social Sciences, 5(1).
Ashraf, S., Abrar-ul-Haq, M., & Ashraf, S. (2017). Domestic Violence against Women: Empirical Evidence from Pakistan. Pertanika Journal of Social Sciences & Humanities, 25(3), 1401-1418.
Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.
Bowie, D., & Buttle, F. (2004). Hospitality Marketing: An Introduction . Burlington, MA: Elsevier Butterworth-Heinemann.
Brengman, M., Geuens, M., Weijters, B., Smith, S. M., & Swinyard, W. R. (2005). Segmenting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation. Journal of Business Research, 58(1), 79-88.
Cahill, D. J. (1997). Target marketing and segmentation: valid and useful tools for marketing. Management Decision, 35(1), 10-13.
Čavoški, S., & Markovic, a. A. (2015). Analysis of customer behaviour and online retailers strategies using the agent-based simulation." Management. Journal of Sustainable Business and Management Solutions in Emerging Economies, 20(77), 13-24.
Cha, Y. U., & Park, M. J. (2019). Consumer preference and market segmentation strategy in the fast moving consumer goods industry: The case of women’s disposable sanitary pads. Sustainable Production and Consumption, 19, 130-140.
Chandra, S., & Menezes, D. (2001). Applications of Multivariate Analysis in International Tourism Research: The Marketing Strategy Perspective of NTOs. Journal of Economic and Social Research, 3(1), 77-98.
Chen, H., & Yuan, J. (2015). A journey to save on travel expenses: The intentional buying process of consumers on opaque-selling websites. Journal of Hospitality Marketing & Management, 25(7), 820–840.
Constantinides, E. (2006). Journal of Marketing Management, 22(3), 407-438.
Cravens, D. W., & Piercy, N. F. (2012). Strategic Marketing (7 ed.). New York: McGraw-Hill Irwin.
Diagonal Reports. (2014). Hair Salon Market and Consumer Saudi Arabia 2014. Co Meath, Ireland: Diagonal Reports. From http://www.diagonalreports.com/pdfs/gsp14sa.html
Dibb, S., & Lyndon, S. (2008). Market Segmentation Success: Making It Happen. London: Routledge.
Dibb, S., & Simkin, L. (2016). Market segmentation and segment strategy. In Marketing theory: A student text (pp. 251-279). Los Angles: Sage.
Dibb, S., Simkin, L., William, P. M., & Ferrell, O. C. (2012). Marketing: Concepts and Strategies (6 ed.). London: Cengage.
Dimitriu, R., & Guesalaga, R. (2017, ). Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments. Psychology & Marketing, 34(5), 580-592.
Doyle, P. (1995). Marketing in the New Millenium. European Journal of Marketing, 29(13), 23-41.
Euromonitor International. (2018). Beauty and personal care in Saudi arabia Country Report . London: Euromonitor International.
Ezeh, P. (2015). Conceptual framework on the factors that influence the acceptance of a hote. Unpublished paper.
Fuchs, C., & Diamantopoulos, A. (2012). Customer‐Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers. Journal of Product Innovation Management, 29(2), 229-244.
Hanlon, A. (2018). Digital Marketing: Strategic Planning & Integration. London: SAGE Publications.
Hariff, S., & Rowley, J. (2011). Branding of UK public libraries. Library Management, 32(4/5), 346-360.
Hsu, C., & Powers, T. (2002). Marketing Hospitality (3 ed.). New York: John Wiley & Sons Inc.
Khan, R. E. A., Rehman, H., & Haq, M. A. (2015). Determinants of rural household poverty: the role of household socioeconomic empowerment. American-Eurasian J. Agric. & Environ. Sci, 15(1), 93-98.
Khoo-Lattimore, C., & Prayag, G. (2015). The girlfriend getaway market: Segmenting accommodation and service preferences. International Journal of Hospitality Management, 45, 99-108.
Klever, A. (2008). Behavioural Targeting-An Online Analysis for Efficient Media Planning. Hamburg: University of Hamburg.
Kotler, P. (2015). Marketing Management Analysis, Planning, Implementation, and Contro. New Jersey: Prentice Hall International.
Kotler, P. K. (2016). Marketing management. Pearson Education Ltd.
Kotler, P. T., & Amstrong, G. (2018). Principles of Marketing (17 ed.). Netherlands: Pearsons.
Kotler, P., Bowen, J., & Makens, J. (1999). Marketing for Hospitality and Tourism (2 ed.). Upper Saddle River, NJ: Prentice-Hall.
Koziczynski, J., & Hammarström, a. M. (2015). Segmentation and Customer Relationships at Sapa. School of Business, Society and Engineering. Västerås, Sweden: Mälardalen University.
Kuehlwein, J., & Schaefer, W. (2017). Ueber-Branding: How modern prestige brands create meaning through mission and myth-Part 1. Journal of Brand Strategy, 5(4), 395-409.
L’Oreal Finances. (2018). L’Oreal Finances, Finance News Realese. Retrieved March 20, 2019 from L’Oreal Finances: https://www.loreal-finance.com/eng/news/sales-at-30-september-2018-1290.htm
Levens, M. (2012). Marketing: Defined, Explained, Applied. New Jersey: Pearson Education Inc.
Luiz, M. (2011). Strategic Management in Tourism. Wallingford, UK: CABI.
Lynn, M. (2019). How hospitality brands grow: What hospitality marketers should know about Andrew Ehrenberg’s work. International Journal of Hospitality Management, 70-80.
Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20.
Mordor Intelligence. (2018). Saudi Arabia Beauty And Personal Care Market - Growth, Trends And Forecasts (2019 - 2024). Hyderbad: Mordor Intelligence.
Morosan, C., & Bowen, a. J. (2018). Analytic perspectives on online purchasing in hotels: a review of literature and research directions. International Journal of Contemporary Hospitality Management, 30(1), 557-580.
Morton, C., Anable, J., && Nelson, J. D. (2017). Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis. International Journal of Sustainable Transportation, 11(6), 443-459.
Mehtab, N., Khan, T. & Abrar ul haq, M. (2012). Gender disparity in economic returns to higher education: evidence from private formal sector of Bahawalpur (Pakistan).
Moutinho, L. (2010). Segmentation, Targeting, Positioning and Strategic Marketing. In Strategic Management in Tourism (pp. 121–166). CAB International.
Niffenegger, P. B., & Wise, R. N. (2016). Female Use of Cosmetics: Is Feminist Orientation Important in the Decision to Purchase? 1979 Academy of Marketing Science (AMS) Annual Conference (pp. 20-24). Cham: Springer.
Park, J.-S., Yu, H., & Kim, C. (2016). Chinese female consumers' lifestyle groups and consumer behavior for Korean cosmetics. The research Journal of the Costume culture, 24(4), 511-529.
Perner, L. (2010). Consumer Behavior: Segmentation, Targeting, and Positioning. Retrieved April, 2019 from www.consumerpsychologist.com: http://www.consumerpsychologist.com/cb_Segmentation.html
Proctor, T. (2014). Strategic Marketing: An Introduction (2 ed.). London, UK: Routledge.
Qamri, G. M., Haq, M. A. U., & Akram, F. (2015). The Impact of Inflation on Stock Prices: Evidence from Pakistan.
Qasim, M., Haq, M. A. U., Hussain, T., & Roshan, C. (2018). Does Women Well-being Matter for Demand and Development of Children?. Ekoist: Journal of Econometrics and Statistics, 14(29), 169-197.
Raza, S., Minai, M. S., ul Haq, M. A., Ismail, A. I., & Zain, A. Y. M. (2018). Entrepreneurial Network Towards Small Firm Performance through Dynamic Capabilities: The Conceptual Perspective. Academy of Entrepreneurship Journal, 24(4), 1-9.
Saleem, M. A., Eagle, L., & Low, D. (2018). Market segmentation based on eco-socially conscious consumers’ behavioral intentions: Evidence from an emerging economy. Journal of cleaner production, 193, 14-27.
Sally, D., & Lyndon, S. (1998). Prioritising target markets. Marketing Intelligence & Planning, 16(7), 407-417.
Sarti, S., Darnall, N., & Testa, F. ( 270-280). Market segmentation of consumers based on their actual sustainability and health-related purchases. Journal of Cleaner Production, 192, 270-280.
Tabacchi, M. H. (2010). Current research and events in the spa industry. Cornell Hospitality Quarterly, 51(1), 102-117.
Tambo, E., Almeer, H., & Alshamrani, Y. (2016). Health and Beauty Cosmeceuticals Industry and Market Expansion in Saudi Arabia. Pharmaceut Reg Affairs, 5(172). doi:10.4172/2167-7689.1000172
Tambo, E., Almeer, H., & Alshamrani, Y. (2016). Health and Beauty Cosmeceuticals Industry and Market Expansion in Saudi Arabia. Pharmaceut Reg Affairs, 5(172), 2.
Tanford, S., & Malek, K. (2015). Segmentation of reward program members to increase customer loyalty: The role of attitudes towards green hotel practices. Journal of Hospitality Marketing & Management, 24(3), 314-343.
Thach, L., & Olse, J. (2015). Profiling the high frequency wine consumer by price segmentation in the US market. Wine Economics and Policy, 4(1), 53-59.
Thoeni, A. T. (2014). Segmenting Segmentation: A Taxonomy Bridging Theory and Practice of Strategic Consumer Segmentation. Jacksonville, Florida: University of North Florida.
Treacy, M., & Wiersema, F. (1995). How market leaders keep their edge. Fortune, 131(2), 52-57.
Truong, N. H. (2016). Market Segmentation for Pro-environmental Cosmetic Products: Finnish Cosmetic Markets.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
Wali, A. F., Wright, L. T., & Uduma, I. A. (2015). Customer relationship management for brand commitment and brand loyalty. British Journal of Marketing Studies, 3(4), 45-58.
Weinstein, A. (2014). Segmenting B2B technology markets via psychographics: an exploratory study. Journal of Strategic Marketing, 22(3), 257-267.
Wu, P.-T., & Lee, C.-J. (2016). Impulse buying behaviour in cosmetics marketing activities. Total Quality Management & Business Excellenc, 27(9-10 ), 1091-1111.
Ullah, S., Abrar-ul-haq, M., & Shah, S. W. A. (2016). Governance And Exchange Rate In Pakistan: A Time Series Analysis. Science International, 28(1).
Abrar ul Haq, M, Jali, M.R.M. (2016). Determinants of Rural Poverty in Pakistan: A Micro Study. Journal Governance and Development (Universiti Utara Malaysia press), 12(2): 53-66.
Abrar ul Haq, M. A, Nawaz, M. A., Mahtab, N., & Cheema, A. K. H. (2012). Determinants of Wage Growth: An Empirical Analysis of Private Formal Sector in Bahawalpur Division. Business and Economic Research, 2(1).
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2017a). Empowering rural women in Pakistan: empirical evidence from Southern Punjab. Quality & Quantity, 51(4), 1777-1787.
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2017b). Decision-Making Ability as a Source of Empowerment Among Rural Women of Pakistan. Global Social Welfare, 4(3), 117-125.
Abrar ul Haq, M., Jali, M. R. M., & Islam, G. M. N. (2019). Household empowerment as the key to eradicating poverty incidence. Asian Social Work and Policy Review, 13(1), 4-24.
Abrar-ul-Haq, M., Jali, M. R. M., & Islam, G. M. N. (2015). Factors affecting small and medium enterprises (SMEs) development in Pakistan. American-Eurasian Journal of Agricultural & Environmental Sciences, 15(4), 546-52.
Abrar-ul-Haq, M., Jali, M. R. M., & Islam, G. M. N. (2018b). The Development of Household Empowerment Index among Rural Household of Pakistan. Pertanika Journal of Social Sciences & Humanities, 26(2).
Abrar-ul-Haq, M., Jali, R. M., & Islam, G. N. (2016c). Measuring the socio-economic empowerment of rural households in Pakistan. Journal of Governance and Development, 12(1), 107-122.
Alnsour, I. (2018). The Targeting Degree of Saudi Women In The Purchasing Decision Process. Probe-Business Management, 1(1).
Akram F, Abrar ul Haq, M., and Umrani, W. A. (2019). Assessing the Effect of Managerial Power on Firm Performance through the Perceptual Lens of Executive Remuneration. Pertanika Journal of Social Sciences and Humanities (University Putra Malaysia Press) 27 (1): 293 – 309
Akram, F. (2017). Innovation as Mediator between Corporate Governance and Firm Performance: A Theoretical Perspective. International Journal of Innovative Knowledge Concepts, 5(11).
Akram, F., Murugiah, L., &Arfan, A. (2017). Cultural Aspects and Leadership Effectiveness of Women Leaders: A Theoretical Prospective of Saudi Arabia. Pakistan Journal of Humanities and Social Sciences, 5(1).
Ashraf, S., Abrar-ul-Haq, M., & Ashraf, S. (2017). Domestic Violence against Women: Empirical Evidence from Pakistan. Pertanika Journal of Social Sciences & Humanities, 25(3), 1401-1418.
Anjana, S. S. (2018). A study on factors influencing cosmetic buying behavior of consumers. International Journal of Pure and Applied Mathematics, 118(9), 453-459.
Bowie, D., & Buttle, F. (2004). Hospitality Marketing: An Introduction . Burlington, MA: Elsevier Butterworth-Heinemann.
Brengman, M., Geuens, M., Weijters, B., Smith, S. M., & Swinyard, W. R. (2005). Segmenting Internet shoppers based on their Web-usage-related lifestyle: a cross-cultural validation. Journal of Business Research, 58(1), 79-88.
Cahill, D. J. (1997). Target marketing and segmentation: valid and useful tools for marketing. Management Decision, 35(1), 10-13.
Čavoški, S., & Markovic, a. A. (2015). Analysis of customer behaviour and online retailers strategies using the agent-based simulation." Management. Journal of Sustainable Business and Management Solutions in Emerging Economies, 20(77), 13-24.
Cha, Y. U., & Park, M. J. (2019). Consumer preference and market segmentation strategy in the fast moving consumer goods industry: The case of women’s disposable sanitary pads. Sustainable Production and Consumption, 19, 130-140.
Chandra, S., & Menezes, D. (2001). Applications of Multivariate Analysis in International Tourism Research: The Marketing Strategy Perspective of NTOs. Journal of Economic and Social Research, 3(1), 77-98.
Chen, H., & Yuan, J. (2015). A journey to save on travel expenses: The intentional buying process of consumers on opaque-selling websites. Journal of Hospitality Marketing & Management, 25(7), 820–840.
Constantinides, E. (2006). Journal of Marketing Management, 22(3), 407-438.
Cravens, D. W., & Piercy, N. F. (2012). Strategic Marketing (7 ed.). New York: McGraw-Hill Irwin.
Diagonal Reports. (2014). Hair Salon Market and Consumer Saudi Arabia 2014. Co Meath, Ireland: Diagonal Reports. From http://www.diagonalreports.com/pdfs/gsp14sa.html
Dibb, S., & Lyndon, S. (2008). Market Segmentation Success: Making It Happen. London: Routledge.
Dibb, S., & Simkin, L. (2016). Market segmentation and segment strategy. In Marketing theory: A student text (pp. 251-279). Los Angles: Sage.
Dibb, S., Simkin, L., William, P. M., & Ferrell, O. C. (2012). Marketing: Concepts and Strategies (6 ed.). London: Cengage.
Dimitriu, R., & Guesalaga, R. (2017, ). Consumers’ social media brand behaviors: uncovering underlying motivators and deriving meaningful consumer segments. Psychology & Marketing, 34(5), 580-592.
Doyle, P. (1995). Marketing in the New Millenium. European Journal of Marketing, 29(13), 23-41.
Euromonitor International. (2018). Beauty and personal care in Saudi arabia Country Report . London: Euromonitor International.
Ezeh, P. (2015). Conceptual framework on the factors that influence the acceptance of a hote. Unpublished paper.
Fuchs, C., & Diamantopoulos, A. (2012). Customer‐Perceived Positioning Effectiveness: Conceptualization, Operationalization, and Implications for New Product Managers. Journal of Product Innovation Management, 29(2), 229-244.
Hanlon, A. (2018). Digital Marketing: Strategic Planning & Integration. London: SAGE Publications.
Hariff, S., & Rowley, J. (2011). Branding of UK public libraries. Library Management, 32(4/5), 346-360.
Hsu, C., & Powers, T. (2002). Marketing Hospitality (3 ed.). New York: John Wiley & Sons Inc.
Khan, R. E. A., Rehman, H., & Haq, M. A. (2015). Determinants of rural household poverty: the role of household socioeconomic empowerment. American-Eurasian J. Agric. & Environ. Sci, 15(1), 93-98.
Khoo-Lattimore, C., & Prayag, G. (2015). The girlfriend getaway market: Segmenting accommodation and service preferences. International Journal of Hospitality Management, 45, 99-108.
Klever, A. (2008). Behavioural Targeting-An Online Analysis for Efficient Media Planning. Hamburg: University of Hamburg.
Kotler, P. (2015). Marketing Management Analysis, Planning, Implementation, and Contro. New Jersey: Prentice Hall International.
Kotler, P. K. (2016). Marketing management. Pearson Education Ltd.
Kotler, P. T., & Amstrong, G. (2018). Principles of Marketing (17 ed.). Netherlands: Pearsons.
Kotler, P., Bowen, J., & Makens, J. (1999). Marketing for Hospitality and Tourism (2 ed.). Upper Saddle River, NJ: Prentice-Hall.
Koziczynski, J., & Hammarström, a. M. (2015). Segmentation and Customer Relationships at Sapa. School of Business, Society and Engineering. Västerås, Sweden: Mälardalen University.
Kuehlwein, J., & Schaefer, W. (2017). Ueber-Branding: How modern prestige brands create meaning through mission and myth-Part 1. Journal of Brand Strategy, 5(4), 395-409.
L’Oreal Finances. (2018). L’Oreal Finances, Finance News Realese. Retrieved March 20, 2019 from L’Oreal Finances: https://www.loreal-finance.com/eng/news/sales-at-30-september-2018-1290.htm
Levens, M. (2012). Marketing: Defined, Explained, Applied. New Jersey: Pearson Education Inc.
Luiz, M. (2011). Strategic Management in Tourism. Wallingford, UK: CABI.
Lynn, M. (2019). How hospitality brands grow: What hospitality marketers should know about Andrew Ehrenberg’s work. International Journal of Hospitality Management, 70-80.
Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20.
Mordor Intelligence. (2018). Saudi Arabia Beauty And Personal Care Market - Growth, Trends And Forecasts (2019 - 2024). Hyderbad: Mordor Intelligence.
Morosan, C., & Bowen, a. J. (2018). Analytic perspectives on online purchasing in hotels: a review of literature and research directions. International Journal of Contemporary Hospitality Management, 30(1), 557-580.
Morton, C., Anable, J., && Nelson, J. D. (2017). Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis. International Journal of Sustainable Transportation, 11(6), 443-459.
Mehtab, N., Khan, T. & Abrar ul haq, M. (2012). Gender disparity in economic returns to higher education: evidence from private formal sector of Bahawalpur (Pakistan).
Moutinho, L. (2010). Segmentation, Targeting, Positioning and Strategic Marketing. In Strategic Management in Tourism (pp. 121–166). CAB International.
Niffenegger, P. B., & Wise, R. N. (2016). Female Use of Cosmetics: Is Feminist Orientation Important in the Decision to Purchase? 1979 Academy of Marketing Science (AMS) Annual Conference (pp. 20-24). Cham: Springer.
Park, J.-S., Yu, H., & Kim, C. (2016). Chinese female consumers' lifestyle groups and consumer behavior for Korean cosmetics. The research Journal of the Costume culture, 24(4), 511-529.
Perner, L. (2010). Consumer Behavior: Segmentation, Targeting, and Positioning. Retrieved April, 2019 from www.consumerpsychologist.com: http://www.consumerpsychologist.com/cb_Segmentation.html
Proctor, T. (2014). Strategic Marketing: An Introduction (2 ed.). London, UK: Routledge.
Qamri, G. M., Haq, M. A. U., & Akram, F. (2015). The Impact of Inflation on Stock Prices: Evidence from Pakistan.
Qasim, M., Haq, M. A. U., Hussain, T., & Roshan, C. (2018). Does Women Well-being Matter for Demand and Development of Children?. Ekoist: Journal of Econometrics and Statistics, 14(29), 169-197.
Raza, S., Minai, M. S., ul Haq, M. A., Ismail, A. I., & Zain, A. Y. M. (2018). Entrepreneurial Network Towards Small Firm Performance through Dynamic Capabilities: The Conceptual Perspective. Academy of Entrepreneurship Journal, 24(4), 1-9.
Saleem, M. A., Eagle, L., & Low, D. (2018). Market segmentation based on eco-socially conscious consumers’ behavioral intentions: Evidence from an emerging economy. Journal of cleaner production, 193, 14-27.
Sally, D., & Lyndon, S. (1998). Prioritising target markets. Marketing Intelligence & Planning, 16(7), 407-417.
Sarti, S., Darnall, N., & Testa, F. ( 270-280). Market segmentation of consumers based on their actual sustainability and health-related purchases. Journal of Cleaner Production, 192, 270-280.
Tabacchi, M. H. (2010). Current research and events in the spa industry. Cornell Hospitality Quarterly, 51(1), 102-117.
Tambo, E., Almeer, H., & Alshamrani, Y. (2016). Health and Beauty Cosmeceuticals Industry and Market Expansion in Saudi Arabia. Pharmaceut Reg Affairs, 5(172). doi:10.4172/2167-7689.1000172
Tambo, E., Almeer, H., & Alshamrani, Y. (2016). Health and Beauty Cosmeceuticals Industry and Market Expansion in Saudi Arabia. Pharmaceut Reg Affairs, 5(172), 2.
Tanford, S., & Malek, K. (2015). Segmentation of reward program members to increase customer loyalty: The role of attitudes towards green hotel practices. Journal of Hospitality Marketing & Management, 24(3), 314-343.
Thach, L., & Olse, J. (2015). Profiling the high frequency wine consumer by price segmentation in the US market. Wine Economics and Policy, 4(1), 53-59.
Thoeni, A. T. (2014). Segmenting Segmentation: A Taxonomy Bridging Theory and Practice of Strategic Consumer Segmentation. Jacksonville, Florida: University of North Florida.
Treacy, M., & Wiersema, F. (1995). How market leaders keep their edge. Fortune, 131(2), 52-57.
Truong, N. H. (2016). Market Segmentation for Pro-environmental Cosmetic Products: Finnish Cosmetic Markets.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2), 62-83.
Wali, A. F., Wright, L. T., & Uduma, I. A. (2015). Customer relationship management for brand commitment and brand loyalty. British Journal of Marketing Studies, 3(4), 45-58.
Weinstein, A. (2014). Segmenting B2B technology markets via psychographics: an exploratory study. Journal of Strategic Marketing, 22(3), 257-267.
Wu, P.-T., & Lee, C.-J. (2016). Impulse buying behaviour in cosmetics marketing activities. Total Quality Management & Business Excellenc, 27(9-10 ), 1091-1111.
Ullah, S., Abrar-ul-haq, M., & Shah, S. W. A. (2016). Governance And Exchange Rate In Pakistan: A Time Series Analysis. Science International, 28(1).
Published
2019-09-25
How to Cite
Jan, A. D. A., & Victor, D. S. (2019). Measuring the Effectiveness of Segmentation, Targeting and Positioning Strategy of L’oreal Products in Kingdom of Saudi Arabia. IJO -International Journal of Business Management ( ISSN 2811-2504 ), 2(09), 68-79. Retrieved from http://ijojournals.com/index.php/bm/article/view/226
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