Comparison of Key Target Consumer Segments

1) Choose two competing retailers.
2) Visit the websites and smartphone apps of your chosen and approved retailers.
3) Analyze your observations in the areas below.
4) Write a report using the following format:

Your report should include the report title, your name and date.

1. Overview of the Retailers
   Provide an overview of the retailers in the following areas:
   • industry type (e.g., grocery business, department stores, apparel business, consumer electronics business),
   • retailer type (Ch. 2), key
   • merchandise categories, the website addresses.]
   • Provide the following information for each retailer: location of the headquarters, names of CEO, CMO, and Chief Merchandising Officer, and annual sales in 2017 and 2018.
2. Comparison of Key Target Consumer Segments

• Demographic segmentation variables - Identify each retailer’s target consumer segments in terms of age, gender, income, and/or education.
• Psychographic segmentation variables - Identify each retailer’s target consumer segments in terms of social class, lifestyle, and/or personality.
• Behavioral segmentation variables - Identify each retailer’s target consumer segments in terms of occasions, benefits sought, use status, usage rate, and/or loyalty status.

1. Comparison of Ease of Navigation

• Website experience - Describe and compare your experiences of visiting the retailers’ websites using a computer.
• Describe and compare your experiences of visiting the retailers’ websites
  using a smartphone or mobile device. Please include which type of mobile device was used and which browser was used.
  (In both above tasks, it is important to notate website structure and layout, graphics used, colors used and availability/location of navigational tabs.)
  • App experience – download apps and explore them. Describe and compare user experiences. (Notate ease of use, navigational ability, use or color and graphics.)