نوع مقاله : مقاله علمی - پژوهشی
نویسندگان
1 دکتری بازاریابی بین الملل، سرپرست اداره تحقیقات بازار
2 عضو هیات علمی دانشگاه الزهرا
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Objective: In the marketing management process, Market segmentation is a sub process which effects market mix including product, price, distribution and advertising. Proper implementation of this process will help the marketers understand customers better and as a result, with the proper design of the marketing mix, the need of them will be better meet. According to the value, position and production numbers of sell of Auto -hull insurance in Iran’s insurance industry, the purpose of this paper is segmentation of this market.
Research method: this research is an applied research and its method is quantitive and data for this research was gathered from library and the database. the statistical population of this research was customers of Auto -hull insurance of one of the biggest insurance Company in Iran, which includes 20,000 customers. Sample size of this research was 972 and sample collection method was snowball. In this research, the variables, age and value of the car, number of cylinders, usage, method of premium payment, history of previous damages and duration of the insurance policy was used to segment the market.
Findings and Conclusion: Finally, data was analyzed by two-stage cluster analysis and 4 segments was identified. we suggested that the insurance company consider cluster one as the market target, which is the largest cluster available and according to its characteristics, they use cars for office and corporate affairs. So, this company should use B2B strategies. To attract customers of this segment of the market, we can use strategies such as selling this type of insurance along with other insurance policies to the company, considering special facilities and discounts or direct sale.
JEL: M-M3-M31
کلیدواژهها [English]
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