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What is Multi-Segment Targeting in Shopping Complexes about?

The document summarizes the market targeting approaches used by shops in three shopping complexes in Shah Alam, Malaysia. It finds that most shops employ multi-segment targeting by offering a variety of products to attract different customer groups. Some shops use concentrated targeting by focusing on a single product or customer type. A few shops use micro-marketing targeting tailored for very specific customer segments. The document then analyzes the market segmentation approaches of two shops in each com

Author

Norhaslina Mohd Nor

Language

EN