List of Articles Market segmentation

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  1 - Neural Network Approach for Herbal Medicine Market Segmentation
  Azita Sherej-Sharifi Gasem-Ali Bazaiee
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  2 - Religious Tourism and Motivations for Attending Religious Leadership Conferences (Spiritual Leadership Development Approach)
  Mostafa Heidari Haratemeh
  Religious conferences are a new form of spiritual event for leaders with institutional/ministerial roles. Despite considerable research in this area, it is largely unclear what exactly motivates these leaders to attend a religious conference. Therefore, the real goal of More

  Religious conferences are a new form of spiritual event for leaders with institutional/ministerial roles. Despite considerable research in this area, it is largely unclear what exactly motivates these leaders to attend a religious conference. Therefore, the real goal of conceptualizing religious tourism and developing spiritual leadership was considered with the approach of religious leadership conferences. Sampling was determined as a non-probability purpose for four religious events from all religious conferences held on holidays in 1398. The conceptual framework includes the theory of spiritual leadership (over 2003), the core competencies of religious leadership (Malphurs and Mancini (2004), and the characteristics of segmentation variables (Tkaczynski and Rundle-Thiele 2011) for determining the intrinsic motivation, attending a religious conference in five designed spiritual encouragement, listening to an influential lecturer, better equipment in an organizational role, listening to other speakers, and motivating one to be involved in leadership. The results showed that although the core competencies of knowledge, executive skills, emotions, and personality appear in a comprehensive and all-encompassing way, the two important motivations seemed to be spiritual encouragement (skills) and better equipped with the current organizational role (personality) representing the key motivators for attendance. Some conferences reflect the theme of the event. Music which is here meant saying prayers and supplications is useful for encouraging a tourist's beliefs but is not a major motivator for attending a conference. Manuscript profile
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  3 - Segmenting the Domestic Tourism Market of Isfahan Based on the traveling Motives as a Tool for Urban Tourism Management
  بهرام رنجبریان محمد غفاری سعید فتحی
  The main purpose of this study is to identify and analyze the traveling motives of domestic tourists who visited Isfahan in order to segment domestic tourism market of this city. The statistical population of this study includes domestic tourists who have traveled to th More

  The main purpose of this study is to identify and analyze the traveling motives of domestic tourists who visited Isfahan in order to segment domestic tourism market of this city. The statistical population of this study includes domestic tourists who have traveled to the city in March and April of 2012. A sample of 1000 tourists has been selected randomly. A self-administrated questionnaire including 40 questions has been used for data collection. Reliability and validity of the questionnaire have been examined and approved. Confirmatory factor analysis and one-sample T test are the main statistical methods that used for analyzing data. According to the findings, eight traveling motives are identified as cultural-historical, visiting relatives and friends, purchasing, accompanying family and friends, rest and entertainment, low-cost traveling, urban attraction, and security motives. Manuscript profile
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  4 - بخشبندی مشتریان محصولات سبز با استفاده از روش خود سازمانده
  نرگس دل افروز سینا سیاوش مقدم
  هدف از پژوهش حاضر، تقسیم بازار بر مبنای متغیرهای جمعیت شناختی، روانی و رفتاری و بررسی ارتباط آنها با رفتار مصرف کننده سبز است. در این تحقیق، نقشه­های سازماندهی خود برای جداسازی و تعیین ویژگی­های رفتار مصرف کننده سبز استفاده می­شود. این یک مطالعه توصیفی-تحلیل More

  هدف از پژوهش حاضر، تقسیم بازار بر مبنای متغیرهای جمعیت شناختی، روانی و رفتاری و بررسی ارتباط آنها با رفتار مصرف کننده سبز است. در این تحقیق، نقشه­های سازماندهی خود برای جداسازی و تعیین ویژگی­های رفتار مصرف کننده سبز استفاده می­شود. این یک مطالعه توصیفی-تحلیلی است که در آن هشت متغیر از ابعاد جمعیت شناختی، روانی و رفتاری انتخاب شده است. داده ها از طریق طراحی پرسشنامه گرد آوری شده و آن را در میان جامعه آماری (مشتریان زنجیره های سوپرمارکت در شهر رشت) توزیع گردید. حجم نمونه 392 نفر بود. . از بین متغیرهای جمعیت شناختی، سن، جنسیت و تحصیلات رابطه مستقیمی در حالی که درآمد رابطه معکوس با رفتار مصرف کننده سبز دارد. متغیرهای روانشناختی و رفتاری، از جمله ارزش های فردی، تعصب مذهبی، دانش و نگرش محیط زیست و عادات فردی، نقش کلیدی در پیش بینی رفتار سبز مصرف کننده دارند. همچنین نتایج نشان داد که چهار بخش، به سبز های شدید، سبز های بالقوه، خودخواهان و تیره های شدید نامیده می شود. بازاریابان و تولید کنندگان محصول سبز می توانند بازار هدف را با استفاده از نتایج تعیین کرده و یک استراتژی بازاریابی ترکیبی مناسب برای مصرف کنندگان بر اساس ویژگی های مربوطه خود بکار گیرند. Manuscript profile
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  5 - بازاریابی هدفمند داروهای گیاهی مبتنی بر نظریه داده بنیان و الگوی کای میانگین
  آزیتا شرج شریفی قاسمعلی بازآیی سید عباس حیدری
  یکی از صنایع مهم جهت تحقق اهداف توسعه انسانی، اجتماعی و اقتصادی صنعت دارو گیاهی است. بخش بازار، تولید و کارآفرینان نقش مهمی در استفاده از ظرفیت های بالقوه این صنعت ایفا می کنند. آن گونه که صاحبنظران داروهای گیاهی اعلام کرده اند، سهم داروهای گیاهی در ایران کمتر از 4 درصد More

  یکی از صنایع مهم جهت تحقق اهداف توسعه انسانی، اجتماعی و اقتصادی صنعت دارو گیاهی است. بخش بازار، تولید و کارآفرینان نقش مهمی در استفاده از ظرفیت های بالقوه این صنعت ایفا می کنند. آن گونه که صاحبنظران داروهای گیاهی اعلام کرده اند، سهم داروهای گیاهی در ایران کمتر از 4 درصد است. علت آن می تواند غفلت از برنامه های بازاریابی هدفمند باشد. جامعه آماری پژوهش شامل کلیه کسانی است، که جهت خرید دارو به داروخانه ها مراجعه کرده اند. روش نمونه گیری در بخش کیفی هدفمند و در بخش کمی طبقه ای بوده است. در بخش کیفی نظریه داده بنیاد و در بخش کمی رویکرد کای میانگین جهت تحلیل داده ها استفاده شد. یافته های بخش کیفی منجر به شناسایی 8 عامل شد. نتایج الگوی کای میانگین بخش بندی این بازار را به 4 بخش مناسب دانسته است. هر بخش از نظر مقولات مورد بررسی با هم متفاوت بوده اند. مبتنی بر نتایج پیشنهادات و استراتژی های مقتضی هر بخش جهت تحقق همزمان ارزش برای مشتریان- بازار و به صورت کلی رهنمودهایی جهت ایجاد تسهیلات جهت رشد و توسعه این صنعت ارائه شد. Manuscript profile
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  6 - Strategy-aligned fuzzy approach for market segment evaluation and selection: a modular decision support system by dynamic network process (DNP)
  Ali Mohammad i Nasrabadi Mohammad Hossein Hosseinpour Sadoullah Ebrahimnejad
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  7 - Market segmentation of customers of public librariesbased on the loyalty to cluster analysis of k-mean (studying Lurestan, Fars and Khuzestan provinces)
  mariam keshvari ندا پورخلیل مرجان خجسته فر
  Objective: Identification of the target audience of public libraries is the most important step in marketing programs, and one of the most important strategies to achieve this goal, is market segmentation of the customers. In this regard, this study intends to investiga More

  Objective: Identification of the target audience of public libraries is the most important step in marketing programs, and one of the most important strategies to achieve this goal, is market segmentation of the customers. In this regard, this study intends to investigate market segmentation of public libraries’ customers in Lurestan, Fars, and Khuzestan provinces based on the loyalty concept with k- mean method. Methodology: Participants of the study were 300 public library members in the three mentioned provinces and a questionnaire was used as the data collection tool. SPSS was used for the analysis of the statistical data. Data analysis was conducted in three stages. In the first stage based on factor analysis, variables were classified as five factors; in the second stage based on clustering, k-mean was used and market segments were identified and in the third stage, the clusters were analyzed. Results:At the end of the study and according to the observed characteristics, two clusters were recognized as the “behavioral and attributed loyals” and “neutral customers”. the cluster of customers loyalty are loyal both attitudinal and behavioral, but neutral customers are “no comment”. In demographic characteristics, only there were significant difference between books and serials are borrowed. The results of the present research about public libraries can provide useful hints to the actual activities of the public libraries and can be regarded as the basis of many marketing programs. Manuscript profile
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  8 - Benefit segmentation in the Chain store (Case study on Adan chain stores)
  seyed mohamad mirmohamadi Matan najandfard mohamad mahdi izadkhah
  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 segmentat More

  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 Manuscript profile