Market segmentation in Malaysia by using psychographic dimensions for unit trust products
The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours. As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context. Data were obtained from a questionnaire handed out to a cluster...
Saved in:
Main Authors: | , , , , , |
---|---|
Format: | Article |
Published: |
Academic Journals
2011
|
Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/29287/ https://academicjournals.org/journal/AJBM/article-abstract/6B4FABB21619 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Universiti Teknologi Malaysia |
id |
my.utm.29287 |
---|---|
record_format |
eprints |
spelling |
my.utm.292872022-01-31T08:41:08Z http://eprints.utm.my/id/eprint/29287/ Market segmentation in Malaysia by using psychographic dimensions for unit trust products Baharun, Rohaizat Abdul Hamid, Abu Bakar Shamsuddin, Ahmad Sharifuddin Md. Salleh, Nor Zafir Zaidin, Norzaidahwati Sulaiman, Zuraidah HD28 Management. Industrial Management The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours. As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context. Data were obtained from a questionnaire handed out to a cluster sample of 1350 customers. A factor analysis was conducted on the information obtained. Results of the analysis reveal nine factors of segmentation of Malaysian customers. The core segmentation for Malaysian customers is characterised by their feeling of self-fulfilment as people always try to improve themselves and take actions which pose a new challenge for them. The results of this study might be used by financial marketers to market their new unit trust products. Further research is needed to include new psychographic variables. Academic Journals 2011 Article PeerReviewed Baharun, Rohaizat and Abdul Hamid, Abu Bakar and Shamsuddin, Ahmad Sharifuddin and Md. Salleh, Nor Zafir and Zaidin, Norzaidahwati and Sulaiman, Zuraidah (2011) Market segmentation in Malaysia by using psychographic dimensions for unit trust products. African Journal of Business Management, 5 (13). pp. 5040-5047. ISSN 1993-8233 https://academicjournals.org/journal/AJBM/article-abstract/6B4FABB21619 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
topic |
HD28 Management. Industrial Management |
spellingShingle |
HD28 Management. Industrial Management Baharun, Rohaizat Abdul Hamid, Abu Bakar Shamsuddin, Ahmad Sharifuddin Md. Salleh, Nor Zafir Zaidin, Norzaidahwati Sulaiman, Zuraidah Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
description |
The aim of this study is to identify the values and lifestyles that best explain financial unit trust behaviours. As an exploratory study, this paper adapts the values and lifestyle scale from previous studies to the Malaysian context. Data were obtained from a questionnaire handed out to a cluster sample of 1350 customers. A factor analysis was conducted on the information obtained. Results of the analysis reveal nine factors of segmentation of Malaysian customers. The core segmentation for Malaysian customers is characterised by their feeling of self-fulfilment as people always try to improve themselves and take actions which pose a new challenge for them. The results of this study might be used by financial marketers to market their new unit trust products. Further research is needed to include new psychographic variables. |
format |
Article |
author |
Baharun, Rohaizat Abdul Hamid, Abu Bakar Shamsuddin, Ahmad Sharifuddin Md. Salleh, Nor Zafir Zaidin, Norzaidahwati Sulaiman, Zuraidah |
author_facet |
Baharun, Rohaizat Abdul Hamid, Abu Bakar Shamsuddin, Ahmad Sharifuddin Md. Salleh, Nor Zafir Zaidin, Norzaidahwati Sulaiman, Zuraidah |
author_sort |
Baharun, Rohaizat |
title |
Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
title_short |
Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
title_full |
Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
title_fullStr |
Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
title_full_unstemmed |
Market segmentation in Malaysia by using psychographic dimensions for unit trust products |
title_sort |
market segmentation in malaysia by using psychographic dimensions for unit trust products |
publisher |
Academic Journals |
publishDate |
2011 |
url |
http://eprints.utm.my/id/eprint/29287/ https://academicjournals.org/journal/AJBM/article-abstract/6B4FABB21619 |
_version_ |
1724073261588807680 |