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Segmentation Sharia Bank
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Segmentation Sharia Bank

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  • 1. Segmentation Example: Sharia Bank Psychographic RB CB MB TB Benefit-Oriented (FB + EB) P CV MV RV TV Value-Oriented (FB + EB) / (P + OE) CP MP RP TP Price-Oriented P (FB + EB) Less competitive situation Conservative Moderate Relationship Return- More competitive situation Motive Behavior FB : Functional Benefit Moslem Non-Moslem EB : Emotional Benefit (±85%) (±15%) P : Price Yuswohady – MarkPlus Institute of Marketing (MIM) OE : Other Expense
  • 2. Segmentation Example: Sharia Bank Psychographic RB MB CB Bank A TB Benefit FB + EB P Bank B Bank C CV Bank E 2nd Leader RV TV Value Bank D (FB + EB) / (P + (Market Leader) OE) MV Bank F CP MP RP TP Price P FB + EB Conservative Moderate Relationship Return- Motive Behavior (Trial) Moslem Non-Moslem (±85%) (±15%)

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