Segmenting Medical Market Based on Banking Expectations: Evidence from Iran
Azizi Shahriar, Hosseinabadi Vahid
Expectation, Bank, Guild, Content Analysis, Segmentation
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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Azizi S., Hosseinabadi V.(2015). Segmenting Medical Market Based on Banking Expectations: Evidence from Iran. Journal of Competitiveness, 7 (2), 60-74 https://doi.org/10.7441/joc.2015.02.05