Segmentation of cosmetic services market in the Republic of Kazakhstan
 
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Kazakh – Russian International University
Publish date: 2018-10-26
Submission date: 2018-06-05
Acceptance date: 2018-09-11
 
JoMS 2018;38(3):281–293
KEYWORDS:
TOPICS:
ABSTRACT:
Objectives:
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.

Material and 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

Conclusions:
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.

CORRESPONDING AUTHOR:
Saltanat Dyussegaliyeva   
Kazakh – Russian International University, Republic of Kazakhstan, Aktobe, 030000 Aktobe, Kazakhstan
 
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