The Criteria of Market Segmentation during the COVID-19 Pandemic Jordan

Abstract

The present study aimed at explore the market segmentation criteria adopted after the COVID-19 pandemic in business and marketing organizations in Jordan. A descriptive analytical approach was adopted to meet the goals of this research. A sample was selected from several business and marketing organizations in Jordan. It consists from one hundred (100) managers. It was found that COVID-19 pandemic has a moderate impact on the criteria adopted to segment the market from the perspective of the managers working in the business and marketing organizations in Jordan. It was found that COVID-19 pandemic has a moderate impact on the demographic segmentation, and geographic segmentation. The latter pandemic has a strong impact on the psychographic segmentation and behavioural segmentation. The researcher recommends benefitting from the experiences and measures of international companies in terms of the market segmentation during this pandemic.

Kay Word: Keywords: Market Segmentation, COVID-19 Pandemic

DOI: 10.7176/IKM/14-2-06

Publication date: September 30^th 2024