Publications
Published on August 3, 2015

An introduction to segmentation

Download  
Summary

Segmentation breaks the SME market into smaller groupings so that like customers may be served with products, staff, and processes that meet their needs, and the bank can prioritise target SME markets. This Technical Note describes the different ways the SME market may be segmented and shows the steps for making segmentation choices.

You might also like

SME product development

The Status of Agents in Kenya: Proliferation, Dominance, Evolution & Impact

Building the financial capability of savings group members in Kenya

Local public opinion on credit information sharing: A baseline survey report

Costs of collateral in Kenya: Opportunities for reform

Quarterly newsletter – issue 25