4.

0 Market Segmentation
Market segmentation is the process of diving a market of potential customers into groups, segments
based on different charateristic. The segments created are composed of consumers who will respond
similarly to marketing strategies and who share traits such as similar interests, needs, and locations.
Marketer willl choose some market segmen for penetrated based on strentgh and ability of
organization.
4.1 Segmenting Consumer market

Segmenting consumer market dvided into four segmentation, there’s a geographic segmentation,
Demographic segmentation, physcographic segmentation and behavorial segmentation.
The geographic segmentation, divide the market into different geographical units such as
nations,region,state or cities. UiTM may approach with effective for companies with large national or
international markets because different consumers in different region have different needs and wants
and cultural charateristics that can be specifically targeted to visit the Botak Hill,Sepanggar,Sabah.
Demographic segmentation. This segmentation divides the market into smaller categories such as age,
gender and income. Age segmentation based on generation baby boomers, gen X and millenials that
can allows UiTM to use their time and resources more effciently and thus can use adversiting
personalization to ensure the needs of the targeted group which is the teenagers(13-25 years old) and
above for millenials and ecspecially, the tourist visit the are fulfielld. Men and women basicaly have
different likes and dislikes and needs. For instance, few men loves or doesn’t to hiking and few women
loves or doesn’t to hiking such as Botak Hill,Sepanggar,Sabah.
Psyshographic segmentation. Divides a market into different segments based on social class, lifestyle
or personality charateristic. UiTM developed the psyshographic segmentation and target the right social
class because they have different type of class which is Top Upper Class, Bottom upper class and Top
Middle class. Consider to Top Middle Class, they don’t spend money but they can afford themselves
with the finer things. Such as hiking is the finer things. Members or individual this social class are
comfortable enough financial situation and can be income to UiTM organizations. Lifestyle is the most
truly values or how they spend their time and money. For example, the tourist interested in hiking to
Botak Hills,Sepanggar,Sabah needs to purchase his or her foods or drink. But if his or her plan on
hiking with the leisure their time, they might be enjoy and understand about them. The personality
charateristic have to consider factors such as their motivations and overall outlook on life.
 Behavorial segmentation. Divides a market into segments based on consumer knowlodege, attitudes,
uses of product and responses to a product. The uses of product is based on the loyalty of people that
visit the Botak Hill,Sepanggar Sabah. The habital consumer are continually in need of the service
UiTM offer to them Such as hiking,paragliding or campus tour. Its important to segment consumer
loyalty because people generate the highest lifetime value.