Benefit segmentation in the Chain store (Case study on Adan chain stores)

Subject Areas : Strategic Management Researches

seyed mohamad mirmohamadi ¹ , Matan najandfard ² , mohamad mahdi izadkhah ³

1 - ........
2 - کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران
3 - دکتری بازاریابی ‌بین‌الملل،‌ دانشکده‌ اقتصاد و مدیریت ‌دانشگاه ‌سمنان

Received: 2016-06-15 Accepted : 2016-09-01 Published : 2016-09-20

Keywords: factor analysis, Cluster analysis, Benefit segmentation, Chain store, Market segmentation,

Abstract :

In recent years, marketers gradually take some distance from mass marketing to targeted marketing and this is a trend in marketing. Targeted Marketing can be performed on various bases. Targeted marketing steps are segmenting, targeting and positioning. Market segmentation is the first step for targeted marketing and benefit segmentation is one of the methods of segmenting. This paper discusses about segmenting a large retail chain store customers based on benefit segmentation Method. Thus, after determining the expected benefits of customers with Delphi approach, using factor analysis, we identified six main factors expected benefits and then, based on these factors using cluster analysis, five clusters were identified and described. Since the process of market segmentation is done in organizations and companies, as subjective, providing a model that turns the process into a systematic and scientific process, it is innovation of this paper and could help marketing experts to develop this method in their researches and projects

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