Segmentation Practices for a Developer Company

Student: Kadyrkina Anastasiia

Supervisor:

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

Nowadays companies need to differentiate their customers in order to be successful in the market since it has become oversaturated with goods and services. The problem of this study is reflected in the fact that a large number of people consider the concept of market segmentation and the concept of segmentation of consumers equivalent, using the same methods for segmentation analysis. The aim of this study is to evaluate and do a segment analysis of the company "Zhilishchniy Otvet". In the course of the study, qualitative and quantitative research methods were chosen, such as content analysis of literature, in-depth interviews with experts in the field of development, a questionnaire for current and potential customers to describe the psychological portrait of consumers, content analysis of social networks and building the path that the client is interacting with the company.

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