THE EFFECT OF TARGET MARKETING STRATEGIES ON COMPETITIVE ADVANTAGE: THE CASE OF ZEMEN BANK SC.

Abstract

This study examined the effect of target marketing strategies on competitive advantage. The study employed descriptive and explanatory research design in order to show the influence of predictor variable (Niche Market, Behavioral Targeting, Differentiation Strategy, Psychographic Targeting) on predicted variable competitive advantage. The data for the study was collected from 371 respondents using self-administered questionnaires and responses of survey data were processed using SPSS.20. Based on data collected from the survey of respondents in the bank, the result indicates that, niche marketing and differentiation strategies significantly enhance competitive advantage, while behavioral and psychographic targeting contribute to increased customer engagement and retention. In order to enhance target market strategy, the bank efficiently focus on increasing the implementation of niche marketing strategies, invest in behavioral targeting to better understand customer preferences and spending habits, Increase the use of digital marketing channels, particularly social media, to reach younger, tech-savvy customers and continuously monitor market trends and customer behaviors to adapt marketing strategies proactively.