The era during which the mass market was targeted had long ended. Markets are increasingly becoming fragmented. A clear definition of customers is essential to the success of any business operating in contemporary markets. This is because it helps:

  • save considerable amounts of money;
  • better serve the needs of existing customers:
  • effectively communicate with customers; and
  • convert disloyal customers into loyal ones.


Segment your customers using geographic variables such as neighborhoods, districts, cities, regions, and lands.

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Segment your customers using demographic variables such as gender, age, income, education..etc.

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Segment your customers using behavioural variables such as frequency of usage, spending, time of purchase …etc.

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