Reserving a double room in the hotel “Intourist” in Volgograd.

Stage	Your actions
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behavior

Unit 6 Market Segmentation

Market segmentation is actually a strategy whereby the total market is divided into smaller groups that comprise of consumers who share certain similarities among themselves. With the understanding of the underlying commonalities among consumers within groups, hospitality organizations can then design and implement different marketing programs that meet the needs of specific groups. Most importantly, market segmentation allows hospitality organizations to identify those market segments that have the highest propensity to purchase their services and products so that their marketing resources can be allocated and used more effectively.

There are several types of variables commonly used for market segmentation, and these are geographic, demographic, psychographic, and behavioral variables. To gain a better view of the market structure, marketers will divide their markets based on any of the above variables, alone or in combination.

Market segmentation is indeed a useful approach to understand the structure of the hospitality markets better and it helps hospitality organizations to identify the needs of specific market segments so that suitable products and services can be identified to suit each segment. The goals of conducting market segmentation are to select suitable marketing strategies, to attract new customers and to ensure existing customers’ commitment for repurchase.

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Stage 5: Post-purchase behavior	\|	Market Segmentation Bases

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