MARKET SEGMENTATION COMPETITIVE ADVANTAGE OR DISADVANTAGE IN THE BANKING SECTOR?

The fundamental intention of this study was to describe the segmentation of market used for the banking, to know if the same one is developed as competitive advantage in the sector. The theoretical approaches used principally were Stanton, Etzel and Walker (2007) and Latinoamerican Bank Federation (2008) The type of investigation was descriptive with documentary design, depending on the review of institutional documents. To conclude that the banking implements a segmentation of market taking since the bases imposed by the Federation that groups them, stopping of side typical Characteristics of the consumer that they might benefit on the market and they are differentiated by some of others.