An Analysis of Market Segmentation (Naelofar Hijab’s Brand)
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 4
Abstract
With the development of world economy, there are so many enterprises occur around the globe. At the same time, the business competition among them is becoming more fiercely and consumers also have different and diverse in needs and wants. Thus, market segmentation is a crucial marketing strategy. Market segmentation is the process of dividing market of potential customers into groups or segments, based on different characteristic. Its aim is to identify and portray market segments or sets of buyers which would then becoming the company’s target. A perfect segmentation allows the firm to dictate selling opportunities and to adapt its marketing activities in order to achieve customer need. Indeed, market segmentation is used to increase the sales volume in each area and it helps to make the best decisions for selling the product. Broadly speaking, the market can be divided into four major segmentation variables such as geographic, demographic, psychographic, and behavioral. These four segments will be discussed in detail in this paper. In this paper, I have chosen Naelofar Hijab’s brand to explain in detail about market segmentation and targeting in the consumer market and how this brand gains more popularity among the ‘Hijabista’.
Authors and Affiliations
NurfatinAfiqah BintiIsmail, Shantiny Kanesan, Komathy Krishnan
Keywords
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