ANALYSIS OF MARKET SEGMENTATION STRATEGY IN THE COMMERCIAL BANK OF ETHIOPIA

Abstract

The main objective of this study was to analysis the market segmentation strategy in the commercial bank of Ethiopia. Therefore, this paper is aimed at assessing the market segmentation strategies in the Commercial bank of Ethiopia. To achieve the objective of the study a descriptive research design was adopted. For the successful accomplishment of this paper's objective secondary data analysis and a survey method of research was issued. The census sampling method was applied for concerned department. Primary source of data and secondary source of data was utilized in the entirety of the study. Data was presented by using pie chart, tables and texts to present various aspects of the variables. From the investigation a majorities of market segmentation strategy was segmenting through the demographic and geographic bases of market segmentation strategy. Market segmentation strategy would be helpful to segment the market for the banks to satisfy/delight their customers and further using multiple variables should be used in combination to deliver superior-customer-value services. :