Islamic Banking Consumers Behaviour in Indonesia

Based on a qualitative research, three market segment is driven by different motivation is found. Due to this different motivation, the consumer decision making process of each segment very various. In addition, based on our study, we just look two segmentation variable, namely value–graphic variable and economic size variable. The combination resulted in our KMark Segmentation Model. From this segmentation, the consumer evaluation stage in the decision making process can be further classified. At the end of this qualitative approach is expected to lay down future quantitative study.

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