Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2016
Abstract
In order to alleviate the risks associated with a lack of objective marketing research data and to apply marketing research in a unique niche, the author, in collaboration with a local mission-based thrift (“Thrift XYZ”), conducts marketing research regarding the motivations and preferences of shoppers and donators for one primary thrift location in North Carolina as a gratis community service. The findings are that XYZ’s shoppers and donators routinely and regularly shop and donate (respectively) with XYZ and that the nature of this target market is ideal for developing and applying a relationship marketing strategy with each/both groups.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Martin, Jon M., "Marketing Research for Mission-based Thrift Suggests Relationship Marketing Strategy" (2016). Association of Marketing Theory and Practice Proceedings 2016. 4.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/4
About the Authors
Dr. Jon M. Martin is an Assistant Professor of Health Administration for Pfeiffer University’s Masters of Health Administration program professing policy, strategy, and marketing. Prior to receiving his doctorate and entering academia in 2012, he spent 25 years as an Operations Manager and VP in various Fortune companies. He currently resides in Durham, NC and his research focus is in telemedicine and health literacy.