Contemporary Business Studies - Academy of Knowledge Process ...

International Journal of Contemporary Business StudiesVol: 4, No: 2. February, 2013 ISSN 2156-7506Available online at http://www.akpinsight.webs.comIn conclusion, the explanation of the market segmentation process, i.e. identifying the target customers,market targeting and positioning, and the analysis using the Minerva model and the Mosaic modelprovide a framework for market segmentation. Consequently it can now be concluded that a frameworkfor exemplifying how market segmentation can determine the right target audience has been succeededand thus the purpose of this thesis has been realized(Chen & Green, 2009).Questionnaire:The aim of this thesis was to understand the market segmentation process and as a result being able tomake an analysis based on a questionnaire conducted as follows:Confidentiality Statement:(Please note, your information will not be sold or given to outside entities. It is for internal use only)1 Name2 Age Below 10 11-17 18-25 26-40 41-59 60 and Above3 Gender Male Female4 Education Elementary Middle High College DegreeGeneralPublic5 Type Teacher Student6 Race7 Language Urdu English Other:8 Skin Type Dry Oily Mix9 Hair Type Curly Straight Wavy Bold1011PreferredClothing Formal Casual Semi FormalHouseholdIncome10,000 – 20,000-(per month) < 10,000 20,000 40,00012. FUTURE LINE OF RESEARCH41,000-55,00056,000-70,00071,000 andAboveWhen literature reviewed it is found that there are many factors and reasons that create difficulties to usemarket segmentation approach for example presently our distribution system create difficulties for marketsegmentation, unorganized structure and existing relation with other stakeholder create barriers so thosewho try to make a research on this line they may try to focused on this reasons and explore the factorswhich create difficulties in a way of market segmentation(Bauer & Auer-Srnka, 2012).REFERENCESArmstrong, G., Harker, M., Kotler, P., & Brennan, R. (2009). Marketing: an introduction: FT Press.Barat, S. (2010). Market Segmentation Success–Making it Happen! Journal of Consumer Marketing,27(1), 86-87.Bauer, M., & Auer-Srnka, K.J. (2012). The life cycle concept in marketing research. Journal of HistoricalResearch in Marketing, 4(1), 68-96.Chen, H.C., & Green, R. (2009). Marketing mix and branding: competitive hypermarket strategies.International Journal of Management and Marketing Research, 2(1), 17-34.De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing andadvertising: Sage Publications, Incorporated.2013©Academy of Knowledge Process52