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Journal of Competitiveness

Segmenting Medical Market Based on Banking Expectations: Evidence from Iran

Azizi Shahriar, Hosseinabadi Vahid

Keywords:
Expectation, Bank, Guild, Content Analysis, Segmentation

Abstract
This research aims to identify banking expectations of the medical sector as one of the highincome sectors as a basis for segmenting the market. Mixed method (qual ► QUAN) design is used in this research. In qualitative phase 28 in-depth interviews with customers in medical sectors were competed. Using content analysis nine major expectations were identified which consisted of 24 sub-expectations. In quantitative phase data were collected by 456 questionnaires. Results revealed that major expectation of medical market are: check related services in the laboratory guild, loans in the pharmacy guild, and speed in the clinic guild. Segmentation showed three distinct segments: traditional, modern and low demanding. The results showed that laboratory and pharmacy guilds were almost similar to each other while the clinic guild had differences in comparison with the two other guilds.

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10.7441/joc.2015.02.05


Azizi S., Hosseinabadi V.(2015). Segmenting Medical Market Based on Banking Expectations: Evidence from Iran. Journal of Competitiveness, 7 (2), 60-74 http://doi.org/10.7441/joc.2015.02.05 
Journal of Competitiveness

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ISSN 1804-171X (Print)
ISSN 1804-1728 (On-line)


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