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Issues in Business Management and Economics
Vol.1 (2), pp. 013-021, June 2013
Article ID BM014, 09 pages
Copyright © 2014 Author(s) retain the copyright of this article. Author(s) agree that this article remain permanently open access under the terms of the Creative Commons Attribution License 3.0 International License

Original Research Paper

Customer segmentation based on ‘benefit sought approach’: Case of Sehat shampoo in Iranian market

Accepted Date 31 May,2013

Masoud Birjandi1*, Mohammad Reza Hamidizadeh1 and Hamid Birjandi2

1Department of commercial management, Shahid Beheshti University, Tehran, Iran.
2Department of accounting, Fasa Branch, Islamic Azad University, Fasa, Iran.

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Nowadays, one of the approaches used for market segmentation, is “benefit sought approach”. This approach focuses on those types of benefits that consumers seek for in buying products. Therefore, this research is a study of shampoo market that is segmented on the basis of benefits of Shiraz city consumers. A survey method was used in this descriptive research. Statistical population includes all of the Sehat shampoo consumers at Shiraz city with a sample that includes 300 consumers in 5 geographical zones of the city (north-south-center-east-west). The tool of this research is questionnaire with the scale of five degree Likert. Model of research was evaluated by 16 variables that are analyzed in 3 steps. First, number of variables decreased by means of factor analysis. Then 6 variables were extracted and considered as the input variables of cluster analysis K-means algorithm. After cluster analysis process, the market was divided into 5 segments on the basis of benefits of consumers. After identification of segments, the hypothesizes test was operated. The results of statistical tests indicated the presence of a meaningful relation between variables “married status, family size, education, job, income, consumption, loyalty” and benefit sought of purchasing that has been introduced in the form of market segments. This study rejects hypothesizes of gender and age effect on selecting and purchasing the shampoo.

Key words: Market segmentation, benefit sought approach, sehat shampoo

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