Maximum interaction from target audience blooms from strategic market segmentation by understanding the attributes and characteristics through market research. As such, this report seeks to identify the principles of customer segmentation used in Perfumes Guyana.
“A market segment is a homogenous group of customers who will respond to a marketing mix in a similar way” explained (Carthy, 1993). Breakthrough opportunities existed for Perfumes Guyana when a niche market was identified within the luxury sector serving the needs of customers. The marketing-oriented managers dissected specific target market and tailored suitable marketing mix channels to capture untampered opportunities by matching that with the objectives.