As part of our collaboration with MKOR Consulting, Happy Campus embarked on a consumer study to assess the feasibility of expanding into Cluj-Napoca, one of Romania’s largest university hubs.
The study was conducted in two phases:
- Offering insights from potential campus clients’ perspectives (students),
- Conducting a thorough competitor analysis, examining direct and indirect competitors (state dormitories, private dorms, rented apartments).
Target Market Segmentation
The market segmentation was based on a psychographic analysis of potential clients. We started by comparing the profiles of prospects living in state dorms, private dorms, and rental properties.
The study revealed key insights into the preferences and habits of the target audience. Data on media consumption, for instance, provided crucial indicators for effectively targeting advertising messages.
The methodology involved online surveys administered to students in Cluj-Napoca.
Competitive Analysis
In this phase, we conducted an on-site analysis of the main state and private campuses in Cluj-Napoca, as well as a broader real estate market analysis focused on student apartment rentals in key “student zones.”
The findings, enhanced by images and mini-interviews with students living in these facilities, provided a comprehensive overview of the housing options available for students in the city.
To achieve this, we employed mystery shopping techniques, including undercover visits, discussions with current residents, and interactions as potential clients.
Target Market:
- Cluj-Napoca
Methodology Used
- Desk research
- Online questionnaires (CAWI)
- In-depth interviews
- Mystery shopping
The results concluded that the housing market in Cluj-Napoca offers significant opportunities for improvement in student living conditions.
About Happy Campus
Happy Campus is one of the first private campuses in Transylvania and the very first in Târgu-Mureș, launched in 2012. Since then, over 300 students have benefited from services provided across its two locations, Panorama and Medica. Both locations are conveniently located just five minutes from the University of Medicine in Târgu Mureș.
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