Market Segmentation by Commercial Banks in Kenya

Francis Ofunya Afande


The current study has examined the market segmentation practices of the commercial banks in Kenya by commercial banks in Kenya. The study was guided by the following specific objectives: to analyze the extent to which market segmentation strategy is used in service provision by the commercial banks in Kenya; to assess the factors that influence market segmentation by commercial banks in Kenya; and to evaluate challenges to effective implementation of market segmentation. A descriptive design was used to undertake the current study. In this case, it was possible for the researcher to administer the data collection tools to the respondents in their workstations, which was relatively easy, with high likelihood of increasing the response rate. The population of interest in this study was all the commercial banks in Kenya. According to the Central Bank of Kenya report as at 30th June 2008, there were 42 commercial banks in Kenya. A census was considered for the study owing to the fact the all the commercial banks have their offices strategically located within the Nairobi Central Business District and its environs. The study respondents from each of the banks were the heads of business development or their equivalent since they are the people charged with the responsibility of spearheading the strategic direction of their organization’s business. Primary data was collected from the respondents using Semi-structured questionnaires. The researcher used interview schedules with open questions, aimed at meeting the objectives of the study. For purposes of the current study, the data was analyzed by employing descriptive statistics such as percentages, mean scores and standard deviations. Descriptive statistics was used to describe the basic features of the data in the study. Descriptive Statistics is used to present quantitative descriptions in a manageable form and aid in simplifying large amounts of data in a sensible way. Each descriptive statistic reduces lots of data into a simpler summary. For purposes of presentation, frequency tables, charts and bar graphs were used. Findings of the study show that the segmentation used by commercial banks in Kenya include behavioral, demographic, psychographic/Lifestyle, benefits, usage, loyalty, image, situation and geographic. The factors that influence adoption of market segmentation by commercial banks in Kenya includes; changing customer preferences, competition and technological Changes. Other influencing factors include; customer retention and quality services. Challenges to effective implementation of market segmentation include political factors, technological factors, legal factors, resource constrains, competition, different customer social backgrounds, religious background, and different customer preferences.

Keywords: Market segmentation, Commercial banks, Changing customer preferences, Competition, Technological changes, Customer retention, Quality services

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