M.Com. (Marketing Management) / Companies in the industrial sector, where merchant banks generate 80% of their returns, are the best source of business for these banks. Because merchant banks' markets are largely restricted to the industrial sector, market segmentation of the industrial market and the concomitant assessment of the needs of the market are vitally important. The aim of this study was to develop a workable model for merchant banks, on the basis of which they may segment their markets meaningfully and simply, and may assess their clients' needs within the markets. with this aim in view, the first step was to gather background information on merchant banking, subsequent to which a theoretical analysis of market segmentation was carried out. The market research carried out, consisted of two parts. The first part entailed developing a computer model that could do market segmentation by combining the existing sources of information within the merchant bank and those of outside bodies. Internal sources used were the accounting and marketing records of merchant banks' own clients. External sources reflected the demographic, psychographic and geographic information on merchant banks' markets and the enterprises within these markets. These consisted of databanks of the BFA-NET (The Bureau of Financial Analysis, University of Pretoria), the Central Statistical Service, Bureau of Market Research (UNISA), McGregor's "Online Database" and the Johannesburg Stock Exchange...
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:11420 |
| Date | 05 June 2014 |
| Creators | Durandt, Jacques |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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