A study of Theoretical Relevance of Market Segmentation with Reference to Sultanate of Oman

Abstract

Market Segmentation plays a vital role in economic development of any nation. Marketers must adopt best basis of market segmentation to achieve growth and profitability. The objective <:J/ this research work is to critically evaluate the research article from a theoretical perspective and co~ider the practical implications using examples based on the Omani market. Further in order to provide more focus and direction, two key areas have been identified to discuss using examples from the Omani market. I have also used iwo other related journal articles to support my research work. .. The two key areas of my research work are as under: . . 1) 'The selection of the basis of market segmentation is completely dependent upon the industry and product type itself. · 2) 'Demographic may prove as good basis for segmentation but everything is dependent upon the psyche of the consumers'. . . . These statements will be tested wifh respect to Omani Market. The following key issues have to be addressed: 1. What basis of '!'arket segment should be selected? 2. Why segmentation is dependent upon Industry or Product type? 3. Why demographic segmentation is good for Omani market?