| dc.contributor.author | Huyen, Hoang Thi Thanh | |
| dc.date.accessioned | 2013-09-11T06:46:12Z | |
| dc.date.accessioned | 2018-06-12T07:33:26Z | |
| dc.date.available | 2013-09-11T06:46:12Z | |
| dc.date.available | 2018-06-12T07:33:26Z | |
| dc.date.issued | 2011 | |
| dc.identifier.uri | http://10.8.20.7:8080/xmlui/handle/123456789/447 | |
| dc.description.abstract | From the fact that the competition in Ho Chi Minh City retailing market has never been this fierce, this study aims to define potential target segments and then according to customers’ perception, suggested positioning is draw.
Qualitative research methodologies are applied to find out 4 potential women for retailing: Determined Success, Young Trendsetter, Carefree women and Teenagers. They
all have the urge of “1 stop shopping destination”. In order to achieve that, the Crescent mall is suggested to target to “middle ground choice” positioning. This position occupies
a high level in being multifunctional and an above average level in the in-mall environment. The study also points out how to have a good tenant mix for the Crescent
mall.
Despite certain limitations, this study is hoped to contribute implications for retailing managers they want to avoid being a browsing mall only. | en_US |
| dc.description.sponsorship | Pro. Le Trong Hieu | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | International University HCMC, Vietnam | en_US |
| dc.relation.ispartofseries | ;022000485 | |
| dc.subject | Customer -- Relationship | en_US |
| dc.title | Identify potential customers and suggestion for brand positioning to the crescent mall, district 7, Ho Chi Minh city | en_US |
| dc.type | Thesis | en_US |
