PRIORITIZING TARGET MARKET ATTRACTIVENESS IN COMMERCIAL BANKING BY CONJOINT ANALYSIS: THE CASE OF MELLAT BANK

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SEYYED SALEHI ALI REZA; YAZDANI HAMID REZA; POUR EBRAHIMI NINA; GHASEMI SAHAR

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Journal: business managment perspective Year:2012 | Volume:11 | Issue:9 (42) Page(s): 25-40

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Title

PRIORITIZING TARGET MARKET ATTRACTIVENESS IN COMMERCIAL BANKING BY CONJOINT ANALYSIS: THE CASE OF MELLAT BANK

Author(s)

SEYYED SALEHI ALI REZA | YAZDANI HAMID REZA | POUR EBRAHIMI NINA | GHASEMI SAHAR | Issue Writer Certificate

Keywords

STRATEGIC MARKETINGQ1

TARGET MARKETQ3

MARKETQ2

Abstract

Targeting is one the important steps of MARKETing strategic planning. Targeting requires the researchers and MARKETers ability in prioritizing MARKET/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> TARGET MARKETs. Analyzing attractiveness of potential MARKETs, requires using MARKET attractiveness criteria. There are many criteria that can be used by businesses to analyzing potential MARKET/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> TARGET MARKETs (depending on interna1/and external factors that affect the organization). The aim of this research is identifying and prioritizing MARKET attractiveness criteria used by Iranian commercial banks. Then, research procedure includes 3 stages: First, extracting the MARKET attractiveness criteria from the literature. Second, identifying the most applicable criteria using the banking and expert opinion.Third, prioritizing these criteria using 43 gathered questionnaire from banking experts and also conjoint analysis. The results of this analysis revealed that there are 6 MARKET attractiveness criteria that can be sorted by importance as: competitive intensity, potential profitability, MARKET size, technological factors, MARKET growth and customer fit.

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APA: Copy

SEYYED SALEHI, ALI REZA, YAZDANI, HAMID REZA, POUR EBRAHIMI, NINA, & GHASEMI, SAHAR. (2012). PRIORITIZING TARGET MARKET ATTRACTIVENESS IN COMMERCIAL BANKING BY CONJOINT ANALYSIS: THE CASE OF MELLAT BANK. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 11(9 (42)), 25-40. SID. https://sid.ir/paper/115551/en

Vancouver: Copy

SEYYED SALEHI ALI REZA, YAZDANI HAMID REZA, POUR EBRAHIMI NINA, GHASEMI SAHAR. PRIORITIZING TARGET MARKET ATTRACTIVENESS IN COMMERCIAL BANKING BY CONJOINT ANALYSIS: THE CASE OF MELLAT BANK. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2012;11(9 (42)):25-40. Available from: https://sid.ir/paper/115551/en

IEEE: Copy

ALI REZA SEYYED SALEHI, HAMID REZA YAZDANI, NINA POUR EBRAHIMI, and SAHAR GHASEMI, “PRIORITIZING TARGET MARKET ATTRACTIVENESS IN COMMERCIAL BANKING BY CONJOINT ANALYSIS: THE CASE OF MELLAT BANK,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 11, no. 9 (42), pp. 25–40, 2012, [Online]. Available: https://sid.ir/paper/115551/en

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