A practical guideline to develop advertising and sales strategies based on results of market segmentation: The Tehran cell phone market

چکیده مقاله

This study segments cell phone market of Tehran ,the capital of Iran, based on the four sets of variables including: “Lifestyle”, “Need for cognition”, “Preference for affect", and “Involvement" using a simultaneous and interactive method. Statistical population of this study is composed of 422 persons who referred to cell phone shops of Tehran city during the period from the Feb. to Apr. 2015 with at least one purchase experience of cell phones. After testing the reliability and validity of data, five life styles including New-seekers, Trendies, Makers, Show-off leaders, and Survivors were detected through a factor analysis. Using Synthesis approach, these five factors, along with three other variables constitute three clusters which named (Fashionable new-seekers /Combination processors/High involvement), (New-seeker show-off leaders /Combination processors/High involvement), and (Survivors /Thinker processors/High involvement). Finally, for each of the three clusters, strategic recommendations for sales and advertisement are provided based on seven issues which are comprised of advertising appeals, soft sell and hard sell approach, involvement, advertising content, visual and verbal information, shopping behavior, and self-control behavioral characteristics

دریافت لینک دانلود مقاله