Description
A well defined and a thorough study of market segmentation is absolutely necessary in the 21st century, especially during this pandemic time when the world is facing crisis in every field. In
addition to the completely unending needs of consumers in general, the coronavirus pandemic and corresponding economic uncertainty has forced everyone to reassess their needs and priorities for the near-future. Consumers preferences have been affected as well as their needs, therefore the ability to serve the various needs of consumers by the marketer comes to the front in these times and a detailed knowledge of market segmentation is the need of the hour to sustain in the market. Segmentation and targeting consumers plays a vital role in establishing a company. This paper aims at providing an overview of what market segmentation is, the criteria for segmentation and the various targeting strategies adopted by different FMCG Companies to grow firmly.