The Segmentation and Targeting Process

Graduation qualification work on the topic: "The process of segmentation and the choice of target audience" contains 51 pages of text, 5 pictures, 3 tables, 30 used sources. Keywords: segmentation, target audience selection, target segment selection, consumer research. The object is Inkom N LLC. The subject is the target audience and potential market segments of Inkom N LLC. The purpose of this work is to segment market on the example of the "Incom N" LLC with formulating recommendations for the selection of target segments. Theoretical research was carried out by the method of analysis of educational literature and scientific articles in both Russian and English. For practical research, methods of personal interviews, online surveys, site attendance analysis, and cluster analysis of the collected data were performed. In this work recommendations are offered for the Incom N LLC on the choice of target segments. Based on the results of the study of potential consumers of the company, using statistical analysis, the criteria defining the composition of the target segments were formulated. The practical value of this final qualifying work is that the developed project is ready for use by the Inkom N LLC.