1 دانشگاه شهید باهنر کرمان
2 دانشگاه شهید باهنرکرمان، ایران
عنوان مقاله [English]
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.