Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city
In today dynamic and competitive economics, mass marketing is no more an effective and efficient option with regarding the costs to arrive the goal. With a limited budget of marketing, why you spend your marketing resources for those who probably do not use your products and services? Market segment...
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| Format: | Article |
| Language: | fas |
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University of Tehran
2011-02-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_22117_c80bccade57d5d891ea4e20a45b97cac.pdf |
| _version_ | 1819258808292081664 |
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| author | Ali Mollahosseini Gholamreza Alimirzaei |
| author_facet | Ali Mollahosseini Gholamreza Alimirzaei |
| author_sort | Ali Mollahosseini |
| collection | DOAJ |
| description | In today dynamic and competitive economics, mass marketing is no more an effective and efficient option with regarding the costs to arrive the goal. With a limited budget of marketing, why you spend your marketing resources for those who probably do not use your products and services? Market segmentation allows you to define those who utilize from your products ad services and in the same time identifies individuals that you can not see them as a sustainable vision.
In this research, we segment the market and identify characteristics of customers of two manufacturing groups namely Irankhodro and Saipa in terms of: level of education, income, job ad the goal of purchasing. We survey this matter that their purchase intent is function of which factors (product relationships, sell environment, and perceived value). After analyzing data, we realize that satisfaction and value that customers perceive from their purchase is not related to equipment and features of this automobiles but probably it is because of another reasons, for example, many number of these automobiles. Required statistical analysis did with SPSS 16 software and by using statistical methods such as "one-sample test", "independent-sample test", "ANOVA". This research is an applicable research. |
| first_indexed | 2024-12-23T19:00:00Z |
| format | Article |
| id | doaj.art-ef4c1ff434ee4fea80183c9ace082ede |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-23T19:00:00Z |
| publishDate | 2011-02-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-ef4c1ff434ee4fea80183c9ace082ede2022-12-21T17:34:44ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912011-02-012622117Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman cityAli Mollahosseini0Gholamreza Alimirzaei1دانشگاه شهید باهنر کرماندانشگاه شهید باهنرکرمان، ایرانIn today dynamic and competitive economics, mass marketing is no more an effective and efficient option with regarding the costs to arrive the goal. With a limited budget of marketing, why you spend your marketing resources for those who probably do not use your products and services? Market segmentation allows you to define those who utilize from your products ad services and in the same time identifies individuals that you can not see them as a sustainable vision. In this research, we segment the market and identify characteristics of customers of two manufacturing groups namely Irankhodro and Saipa in terms of: level of education, income, job ad the goal of purchasing. We survey this matter that their purchase intent is function of which factors (product relationships, sell environment, and perceived value). After analyzing data, we realize that satisfaction and value that customers perceive from their purchase is not related to equipment and features of this automobiles but probably it is because of another reasons, for example, many number of these automobiles. Required statistical analysis did with SPSS 16 software and by using statistical methods such as "one-sample test", "independent-sample test", "ANOVA". This research is an applicable research.https://jibm.ut.ac.ir/article_22117_c80bccade57d5d891ea4e20a45b97cac.pdfIrankhodro & Saipa GroupsPerceived valuesegmentationSegmentation Strategy |
| spellingShingle | Ali Mollahosseini Gholamreza Alimirzaei Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city مدیریت بازرگانی Irankhodro & Saipa Groups Perceived value segmentation Segmentation Strategy |
| title | Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city |
| title_full | Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city |
| title_fullStr | Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city |
| title_full_unstemmed | Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city |
| title_short | Segmentation and Identifying the Characteristics of Customers of Irankhodro & Saipa Groups in Kerman city |
| title_sort | segmentation and identifying the characteristics of customers of irankhodro saipa groups in kerman city |
| topic | Irankhodro & Saipa Groups Perceived value segmentation Segmentation Strategy |
| url | https://jibm.ut.ac.ir/article_22117_c80bccade57d5d891ea4e20a45b97cac.pdf |
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