MARKET SEGMENTATION FOR ROAD TRANSPORTATION SERVICES

Market segmentation is process of dividing total market on separate groups of customers having unique needs, characteristics or behavior which could demand various products or services i.e, marketing mix and is an essential part in process of creation marketing strategy. It is crucial to address marketing efforts to selected market segments regardless whether is it a consumer goods market or business market. Variables used for business market segmentation are same as for consumer goods market but few additional may be used such as purchasing approach, situational factors, operating variables and personal characteristics of the buyer. Transportation services are important part of integrated logistic activities because they connect various parts of integrated logistics and provide its effective functioning. Transportation services are specific because producer delegates a part of the distribution process on the intermediaries to achieve higher efficiency. The theoretical part deals with the conceptual definition of the market segmentation and transportation services as part of the integrated logistics. Practical part is based on research conducted in Poland on sample of 820 companies regarding their demand for road transportation services. Primary data were collected through interviews and survey and analyzed by combination of quantitative and qualitative methods such as analysis, synthesis, comparison and classification. Quantitative methods used in data analysis are standard statistical methods. Primary aim of this research is to contribute in development of market segmentation for road transportation services using appropriate number and type of variables in segmentation process. Total market was divided on segments by industry branch and each market segment was evaluated with seven variables. According to collected data road transportation services providers were able to estimate market potential of each market segment.