Segmentation of cosmetic services market in the Republic of Kazakhstan
Segmentation of cosmetic services market in the Republic of Kazakhstan

Summary/Abstract: In this article, the author considers market segmentation as a process of dividing the market into separate parts – segments that differ from each other with different sales opportunities of the manufacture’s products. The author demonstrates such segment of the consumer market as the market of cosmetic services. Principle scheme of segmentation of the cosmetic services market is shown. Criteria and characteristics (principles) of segmentation necessary for forming market segment are singled out. The article also focuses on the sequence of creating a market segment. The author reveals two principal approaches to marketing segmentation used in world practice. The basic principles of segmentation of the consumer market are described. Distribution of income by population groups, % in 2015-2017, is analyzed. (for April month), on the basis of which the possibility of breaking up potential consumers into stable segmental groups was considered, segmentation of the population on the basis of income can serve, when the entire population is divided into five 20% of groups. The author distinguishes and describes the characteristic features of the methodology, segmentation which consists of successive stages. The point of view of modern world marketing is to first see the market segments, and then the country. The issue is not so much about the market potential of Kazakhstan, but about the potential among all consumers of cosmetic services. The main companies now describe the segments of the world market and the niches that cross national borders. They can be achieved physically, using a variety of means of communication and distribution channels, but the psychological target orientation is realized similarly. These segments are identified on the basis of adherence to similar concepts of the ideal product. This allows the company to develop the same product range for such segments, and the product is sold to the same target segments for benefits in numerous countries.Goal: Purpose of this article is to consider the cosmetic services market segmentation as one of the most important marketing tools. Also consider market segmentation as a process of dividing the market into separate parts – segments that differ from each other with different sales opportunities of the manufacturer’s products. Identify such a segment of the consumer market as the market of cosmetic services. Analyze features of the distribution of income by population groups,% in 2015-2017 (for the month of April), also to break down potential consumers into stable segmented groups based on income, when the entire population is broken down into five 20% of the groups, to consider enterprises segmentation by the size of trade turnover and areas of activity. Methods: Methods of document analysis (translation of primary and especially secondary data into targeted information), analysis of methodological and educational literature, observation (the method of collecting primary marketing information about the studied, by monitoring selected groups, customers, employees of the enterprise) are used as methodological tools. Results: In this article, market segmentation as a process of dividing the market into separate parts is considered – segments that differ from each other with different sales opportunities of the manufacturer’s products. Also there considered such segment of the consumer market as the market of cosmetic services. Features of income distribution by population groups,% in 2015-2017, are analyzed (for the month of April), a breakdown of potential consumers into stable segmented groups based on income was also carried out, when the entire population is divided into five 20% of the groups, the segmentation of the enterprise according to the size of trade turnover and spheres of activity was considered.

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