Benefit Sought Segmentation of Mobile Phone Market



The Purpose of was segmentation of customers according to benefit sought. Market segmentation is viewing a heterogeneous market as a number of smaller homogeneous markets, in response to differing preferences, attributable to the desires of customers for more precise satisfaction of their varying wants. The data analysis was based on questionnaires which had been gathered from three metropolises of Tehran, Mashhad and Shiraz. For market segmentation, statistical approaches including factor analysis and cluster analysis, for demographic analysis chi-square test, and for geographical analysis ANOVA and Tukey's post hoc test were used. The results of factor analysis showed that 71 mobile choice criteria (the expected customer benefits from mobile phone) being in the form of 15 factors, accounting for 63 percent of cumulative variance. Cluster analysis was then employed to divide the customers into 3 cluster due o their similarity of respondents to the main 15 factors. Chi-Square test results also indicated that clusters associate with age, occupation, marital status and city of residence. But in terms of education level, income and gender differences were not observed between clusters.