Role Of Different Criteria And Analysis Approaches In Market Segmentation: An Implementation In Financial Services Sector

Tez (Yüksek Lisans) -- İstanbul Teknik Üniversitesi, Fen Bilimleri Enstitüsü, 2004Thesis (M.Sc.) -- İstanbul Technical University, Institute of Science and Technology, 2004Gerçekleştirilen çalışmada öncelikle pazar bölümlendirme kavram olarak incelenmiş; pazar bölümlendirmede temel alınan mevcut/ yeni kriterler ve kullanılan istatistiksel analiz yöntemleri üzerinde ayrıntılı olarak durulmuştur. Çalışmanın uygulama bölümünde, bireysel bankacılık müşterileri için gerçekleştirilmiş olan araştırma çalışmasının verileri üzerinden: müşteriler bölümlendirilerek elde edilen pazar bölümlerinin karşılaştırmalı analizinin yapılabilmesi amacı ile bir araştırma tasarlanmıştır. Sonuçların analizinde SPSS 11.0 ve Latent Gold 3.0 programları kullanılmıştır. Araştırma kapsamında bireysel bankacılık müşterileri; psikografik ve davranışsal değişkenler temel alınarak K Ortalamalar ve Gizli Sınıf Analizi algoritmaları kullanılarak kümelemeye tabi tutulmuş ve elde edilen pazar bölümleri karşılaştırmalı olarak analiz edilmişlerdir. Çalışma sonucunda; her iki yöntem ve farklı kriterler ile bireysel bankacılık müşterileri için anlamlı pazar bölümleri elde edilebildiği bununla birlikte elde edilen kümelerin farklı yapılarda oluştuğu görülmektedir. K Ortalamalar ve Gizli Sınıf Analizi yöntemleri; bireysel finansal hizmetler sektöründe diğer pazar bölümlendirme koşulları ile birlikte değerlendirilerek pazarlama yönetimi sürecinde birbirlerine alternatif olarak kullanılabilecek yöntemler olduğu görülmektedir.In this study concept of market segmentation is investigated from different aspects and basic segmentation criteria and statistical analysis methods that are used in market segmentation process are evaluated comprehensively. In this study, research model is designed on the basis of the data of a quantitative survey, which is conducted within retail banking customers; aims to segment customers and test the efficiency of segmentation results; make a comparative analysis of different clustering methods of different bases. In analysis process SPSS 11.0 - Latent Gold 3.0 softwares are used. In scope of the study; retail bank customers were segmented on the basis of behavioral and psychographic variables via using K-Means and Latent Class clustering algorithms. Final clusters were comparatively analysed on the base of cluster means and socio-demographic variables. As a result it is seen that; for both methods statistically significant clusters (market segments) were found for retail banking customers which have different cluster structures in terms of cluster membership and means. In conclusion; K-Means and Latent Class Clustering methods arise as alternative methods; which can be used via evaluating the other basic conditions of market segmentation for retail financial services sector.Yüksek LisansM.Sc

Better customer insight - in real time

Few marketing challenges are tougher than identifying and influencing what drives customers’ attitudes and behavior. Traditionally, executives have relied on a combination of quantitative data from surveys (such as those that track customer satisfaction and brand image) and qualitative insights from focus groups and interviews. Unfortunately, both kinds of research suffer from a fundamental flaw: They rely on customers’ memories, which decay rapidly. Consumers frequently recall a company’s communications inaccurately; it’s not uncommon for people to claim they’ve seen a company’s TV ad at a time when the firm was not advertising. And even genuine memories are often biased by context: If a customer has made a major purchase, she’s more likely to remember her experience of the transaction positively in order to feel good about the purchase. Internet-based research tools suffer less from these problems because they can capture customer experiences almost immediately, before memory fades or becomes biased, but they can be used only with online interactions, which account for just 15% of customers’ encounters with companies and their brands

The hare and the tortoise: do earlier adopters of online channels purchase more?

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