市场细分有助于公司对其营销产品和服务的客户进行选择性的选择(Armstrong et al.， 2012)。市场细分可以在人口统计学、地理、心理和行为细分的基础上进行。人口统计学是在公司根据所定义的特征对其产品进行市场细分的帮助下，最常见的执行市场细分的方法。根据社区、地区或一组国家(Morgan et al.， 2012)销售产品和服务的公司使用地理细分。心理图像分割强调顾客的兴趣和行为特征。在行为细分的帮助下，公司会根据客户的兴趣和对公司及其产品的参与来锁定客户。
Market segmentation is recognised as the process with the help of which a business divides the overall market into various customer segments. Wedel and Kamakura (2012) defined market segmentation as process of breaking the total audience that are at target into distinct groups of customers with personalities and characteristics. Marketing segmentation is recognised as an essential part of the marketing strategy of any company (Solomon, 2014). The customers are divided into homogeneous groups with the help of efficient marketing which can be witnessed. Companies which are both customer-centric and business-centric should integrate proper market segmentation to attain extended productivity.
Market segmentation helps the company in being selective about the customers who they are marketing their products and services to (Armstrong et al., 2012). Market segmentation can be executed on the basis of demographics, geographic, psychographics and behavioural segmentation. Demographics are the most common approach of executing market segmentation with the help of which a company markets its products on the basis of the defined traits. Geographic segmentation is utilised by companies which sell products and services in accordance with community, region or a group of countries (Morgan et al., 2012). Psychographics segmentation lays emphasis on the interests and behaviour traits of the customers. With the assistance of behavioural segmentation, companies target customers on the basis of their interest and involvement with the company and its products.