The basis of market segmentation: a critical review of literature

Sulekha Goyat

141 citations0/0 files storedEuropean Journal of Business and Management

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Customer churn and segmentation Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

This article addresses the research question, what is the best method of consumer market segmentation. It deals with the issues that are already discussed by the researchers and also identifies the research gap for the further researches. It focuses on the definition, basis of market segmentation and issues related to market segmentation in detail. This research paper will provide information about the knowledge gap and will show a path for future research in the area of market segmentation, which is the heart of marketing now a day. Keywords: Market segmentation, basis of segmentation, marketing

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