Jc Penney Marketing Research Outline
J.C. PENNEY COMPANY, INC
J. C. Penney Company, Inc. Is one of America's largest department store, drugstore, catalog and e-commerce retailers. Providing merchandise and services through department stores, catalogs, and the Internet.
Their targeted customers are "Modern Spenders" and "Starting Outs", who shop for apparel, accessories, and home furnishings through the centers where JCPenney is located and through the convenience of catalog and the Internet.
Starting Outs
· Less than 35 years of age
· Singles, young families
· 0-1 children
· Shopping patterns & relationships emerging
· No strong retail loyalties
· 28% of U.S. households.
· Currently 16% of sales
· Potentially 30% of sales
Modern Spenders
· 35-54 years of age
· Dual-earner households
· 0-2 children (often includes teenagers)
· Consumption oriented
· No strong retail loyalties & relationships
· Retail loyalties more likely
· Established shopping......
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Approximate Word Count: 405
Approximate Pages: 2 (250 words per double-spaced page)
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