MARKET Segmentation Model
MARKET Segmentation Model
MARKET Segmentation Model
International Scholarly and Scientific Research & Innovation 6(9) 2012 2458 scholar.waset.org/1307-6892/965
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:6, No:9, 2012
One reason for this attempt is the changes that were II. LITERATURE REVIEW
occurred in some other foreign systems while the competition
A. Introduction
was being started in high ranges. In the U.S. banking industry,
regulation persisted until the late 1970s, constraining While reviewing the past researches and categorizing them
consumer choice and capping rates. in this chapter, here the theoretical basics of the research are
ready to study. So in this chapter the survey for experimental
Competition was limited to banks in local markets; within
and theoretical literature is written on the basis of different
the local markets, other financial institutions and out-of-state
sets of variables. These variables help us to write the literature
banks were not allowed to offer banking services. In retailing,
review in thematic way so that the conditions for using the
hours of operation were often restricted by local governments, historic information would be better with respect to literature
and many professionals, such as doctors and lawyers, could review on the basis of time and history. Literature reviewing
not advertise their services. on the basis of time and history is not good enough to reach an
In the transportation and communication industries, organized system on the basis of subject and content. So it is
railroad, pipeline, and telecommunications firms were given better to use of thematic way for writing literature review. Of
local or national monopolies to prevent the development of course this method is harder than historic way for literature
costly duplicative infrastructures. review
In the airline, trucking, and other industries, regulations to
B. Market Segmentation
International Science Index, Economics and Management Engineering Vol:6, No:9, 2012 waset.org/Publication/965
International Scholarly and Scientific Research & Innovation 6(9) 2012 2459 scholar.waset.org/1307-6892/965
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:6, No:9, 2012
The company also provides tele banking, SMS banking, and III. RESEARCH METHOD
Internet banking services. Bank Mellat was founded in 1979
A. First step: qualitative segmentation on the basis of
and is based in Tehran, the Islamic Republic of Iran with
Migros Company method.
branches in Iran, as well as Turkey and South Korea[3].
Here we have four general sets of variables: value-based,
F. Experimental research basics behavior, activity style, and activity level. In addition, every
Most strategy researchers [8],[12],[36] have tended to set of four variables must segment to its sub variable. Now if
operationalize strategic mission as a nominal variable, a closer cross the four sets variables and its details (so you can see in
examination In two parts, the first is about marketing next pages), the segmentation matrix will have 50160 units for
segmentation as general researches and the second is about banking system.
banking marketing segmentation as specialized researches just The problem is that no one or company can offer the
for banking systems. suitable product package for every segment. So we must
And every two parts is divided to 7 subparts(geographic, reduce the number of units in the matrix of segmentation. For
demographic, psychographic, behavioral, combined, and other
do that, we must combine and make some close variables in
variables, and finally segmentation methods).
meaning, into the unit variable.
G.Demographic Variable
B. Second step: quantitative segmentation respect to the
International Science Index, Economics and Management Engineering Vol:6, No:9, 2012 waset.org/Publication/965
International Scholarly and Scientific Research & Innovation 6(9) 2012 2460 scholar.waset.org/1307-6892/965
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:6, No:9, 2012
models and making a new joined model for segmentation. Y = Yin -(Yout +Ygf)
Now there is a question. What is Y?Y = Yin -(Yout +Ygf) (1) = (i + g + f + c + l + s + m + d) – ((p + a + w + n + r + o + t
+ y + e + u + b) + ([h + j + q + k + v + x]/z)) (2)
D.Data identifying
Yin: all of incomes for bank from every single customer that Now with use of this formula we can find the different in
Includes: means of every unit of matrix.
International Scholarly and Scientific Research & Innovation 6(9) 2012 2461 scholar.waset.org/1307-6892/965
World Academy of Science, Engineering and Technology
International Journal of Economics and Management Engineering
Vol:6, No:9, 2012
International Scholarly and Scientific Research & Innovation 6(9) 2012 2462 scholar.waset.org/1307-6892/965