Customer Segmentation Based on Benefits of Consumer Demand: Case of Parjak Shampoo in Iranian Market

Today,one of the approaches is using for market segmentation, is “benefit sought approach”. Benefit sought is considered as types of benefits that consumers seek on products. Therefore, this research is study of shampoo market that is segmented on basis of favor of Shiraz city consumers. Method of descriptive research is survey type. Research statistic population includes all of consumers Parjak shampoo at Shiraz city. And sample includes 400 consumers in 5 zones (north-south-center-east-west). The tool of research is questionnaire with the scale of five degree Likert. Model of research was evaluated by 16 variables. Analysis of data is 3 steps. At first, number of variables decreased using of factor analysis. Thus, 6 variables were extracted as input variable of cluster analysis K-means algorithm was considered and after cluster analysis operation, the market was divided to 4 sections, on the basis of favor of consumers. After identification of segments was processed to hypothesis test. The results of statistics tests indicated the presence of meaningful relation within factors” status married, family members, education, job, income, consumption, loyalty” with favor of shampoo consumers that has been introduced on the index of market section. In this research did not confirm hypothesis of sex and age affect at selection and purchasing shampoo. Keywords: Market segmentation, benefits of consumer demand, Parjak shampo