Segmenting consumer markets of major cities in the Ural region as a tool of formation of marketing priorities for their development

Abstract

Purpose. Identifying the nature and criteria of segmentation of consumer markets of major cities on the basis of marketing. Methods. The authors carried out an analysis of theoretical approaches to market segmentation and existing segmentation criteria used within the marketing of commercial enterprises. According to the analysis of theoretical approaches the authors identified specific segments of consumer markets of major cities in the Urals and grouped the studied cities. Results. On the basis of this analysis the authors revealed segmentation particularities of consumer markets in major cities, offered additional segmentation criteria and specific segments of the consumer market, as well as recommendations for State power and local self-government bodies aimed at their diversification in the medium term. Scientific novelty. The authors proposed a concept Segmentation of consumer markets of major cities, determined additional criteria for market segmentation, city-specificity, identified and substantiated four main specific segments of consumer markets of major cities, and developed recommendations for consumer markets of the researched cities complex.