Smart Cellphones Market Segmentation Based on Expected Advantages of Cellophanes Customers

Negar Mesbahi Jahromi, Mehrdad Bahremand Somayeh Akhavan Darabi


The aim of the present study was to segment different customers of smart cellphones based on their expected advantages and cluster them in related dimensions and identify import dimensions in their viewpoints. The period of investigation is 2015 and its locations are mobile phone stores and software and hardware repair shops in Bandar Abbas. So, 270 samples selected for analysis using questionnaire by two-phase sampling. Questionnaire contents validity studied, improved and finally confirmed by marketing and management professors in PHD degree, questionnaire reliability obtained using 0.879 Cronbach Alpha.  Agent analysis method and clustering analysis methods used for market segmentation. In agent analysis implementation, 15 factors extracted between 78 variables. These factors cleared 77.5 percent of total variance, factors of selecting smart cellphones were video system, phone vital features, longevity and durability of the phone, phone operation system, price, security, auxiliary facilities, quality, software facilities, phone connectivity, memory, ease of use, the ability to capture and view photos and videos, after-sales service and processor. 3 parts of market identified by cluster analysis implementation on extracted factors each part has its own characteristics.

Key words: Segmentation of market- expected advantages of customers - smart cellphones

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