بررسي اثربخشي روش هاي بخش بندي بازارهاي صنعتي

A Survey of the Effectiveness of Industrial Market Segmentation Methods

The companies can be specialized in selecting target market segments through employing segmentation strategies, and present by far more advantages than the competitors through realizing the customer needs (1995, McDonald). Because of the existing potentially numerous methods of customer grouping and their different competitive advantages, the market segmentation plays a key role in strategic planning procedure (Bingham 2005 .181). Four methods of segmentation including industrial markets segmentation, macro and micro segmentation, segmentation based on the purchse behavior of the groups and the individuals, and segmentation based on the individualsʹ purchase commitments and responsibilities are surveyed in this paper and their features and multiple approaches are identified. In case study section, five hypotheses based on the variables influential on the market segmentation of 38 petrochemical downstream companies (nested model) are investigated, tested, and analysed. Mean two societiesʹ statistical test, hyrarchial analysis process, and TOPSIS (Technique for Order Preference by Similarity to Ideal Soloution) have been implemented for testing of the hypotheses.