The new perspective on market segmentation for Fixed Broadband Internet in Telecommunication market of Thailand
Keywords:
Customer behaviors, Fixed Broadband Internet market, Customer SegmentationAbstract
This research aimed to study the customer segmentations of Fixed Broadband Internet market in Telecommunication market of Thailand by focusing on corresponding aspect between the traditional customer segmentation methods such as Demographics method, Geographics method, Psychological method, Behavioral method and Customer decision of purchasing products and services from players in the Fixed Broadband Internet market. Nowadays, there are 4 key players in the Fixed Broadband Internet market who have market share above 10 percentages. They are True Internet Corporation Co.,Ltd., Triple T Broad Band Public Company Limited, National Telecom Public Company Limited and Advanced Wireless Network Co.,Ltd. By studying this research, the qualitative research and the quantitative research of 1589 sample size was implemented as a main methodology for finding and affirming pain points and gain points of customers in of Fixed Broadband Internet market. Then, this study had been tested by the statistic tools as Descriptive statistic, Inferential statistic, Multiple Linear Regression and Correlation Coefficient. The results showed that the traditional customer segmentations do not significantly affect to purchasing decision while categorizing customer by Job-to-Be-Done method do significantly affect to Customer decision of purchasing products and services from players in the Fixed Broadband Internet market.
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