1. The document provides an example of segmenting customers for a Sharia bank based on their psychographic and behavioral characteristics. 2. It segments customers into four groups - conservative, moderate, relationship-motivated, and return-motivated - based on their attitudes and priorities when it comes to banking. 3. The largest segment is conservative Moslem customers who make up approximately 85% of customers, while non-Moslem customers comprise around 15% and fall into the other three segments.

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%)