Any market consists of consumers who differ from each other in tastes, desires, needs and acquire goods based on different motivations. With the help of segmentation, certain groups (market segments) are formed from the total number of potential consumers, each of which presents its specific demand in the market.

The main purpose of the study is to determine the socio-psychological portrait of the consumer. On the basis of this information, the company defines its target group – a segment or several segments of consumers, on the satisfaction of whose needs the company focuses its efforts.

The results of this study will allow:

• select the most promising segments and determine their sizes;
• learn the needs, rational and irrational motivation of buyers and their solvency;
• be more realistic in setting goals
• increase the level of marketing decisions, providing their justification with information about consumer behavior
• identify competitive advantages of the company in the market (strengths and weaknesses);
• develop mechanisms to increase customer loyalty to the product/brand/company;
• determine the best ways to promote sales;
• reduce costs of production, promotion and distribution of goods.

Data collection is carried out both by qualitative methods (quantitative survey, focus groups) and quantitative (telephone, personal interviews)