A STUDY

ON
MARKET SEGMENTATION OF GORKHA BAKERY

Submitted by:
BUDDHA MAYA RAI
Exam Roll No.:
T.U. Regd. No.:

A PROJECT WORK REPORT

Submitted to:
Faculty of Management

PATHARI MULTIPLE CAMPUS

Patharishanishchare -1,Morang
Tribhuwan University
Kathmandu, Nepal

In partial fulfillment of the requirement for the degree of

Bachelor of Business Studies (BBS)
Pathari Multiple Campus
 DECLARATION

I hereby declare that the project work entitled “MARKET

SEGMENTATION OF GORKHA BAKERY.” submitted to the
FACULTY OF MANAGEMENT, TRIBHUVAN UNIVERSITY,
KATHMANDU is an original piece of work under the supervision
of MR.........................., PATHARI MULTIPLE CAMPUS,
PATHARI SHANISHCHARE-1 and is submitted in partial
fulfillment of the requirement for the award of the degree of
BACHELOR OF BUSINESS STUDIES (BBS).This project work
report has not been submitted to any other university or institution
for the award of any degree or diploma.

......................................
BUDDHA MAYA RAI
Date:

ii
 SUPERVISOR`S RECOMMENDATION

The project work report entitled MARKET SEGMENTATION

OF GORKHA BAKERY. submitted by BUDDHA MAYA RAI OF
PATHARI MULTIPLE CAMPUS, PATHARISHANISHCHARE-1,
is prepared under my supervision as per the procedure and format
requirements laid by the FACULTY OF MANAGEMENT,
TRIBHUVAN UNIVERSITY, as partial fulfillment of the
requirements for the award of the degree of BACHELOR OF
BUSINESS STUDIES(BBS). I, therefore, recommend the project
work for the evaluation.

............................................

Pathari Multiple Campus

Date:

iii
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ENDORSEMENT

We hereby endorse the project work report entitled MARKET

SEGMENTATION OF GORKHA BAKERY. submitted by
BUDDHA MAYA RAI of PATHARI MULTIPLE CAMPUS in
partial fulfillment of the requirement for the award of the
BACHELOR OF BUSINESS STUDIES (BBS) for the external
evaluation.

...................................................................... ......................................................................
MANAGEMENT RESEARCH COMMITTEE CAMPUS CHIEF: CHETAN
POUDEL
Date: PATHARI MULTIPLE CAMPUS
Date:
Web: www.patharicampus.edu.np E-Mail: patharicampus480@yahoo.com
021-555880/555480 Notice Board : 1618021555480

v
 ABSTRACT

Research is a systematic and organized effort to investigate a

specific problem that needs a solution. Research is defined as a
process of searching knowledge. Research is a scientific and
systematic search for pertinent information on a selected topic.
Every research must have a purpose. In absence of it, research will
be nothing more than the waste of resource and time.
I have chosen the MARKET SEGMENTATION OF GORKHA
BAKERY. as my topic because I can find the topic hereby easily at a
short period of time and to know whether it has effective marketing
segmentation, division or classification in its area or not.
To know the segmentation effectiveness of Gorkhal Bakery I
consider the responses of the local people and other people who are
using and enjoying its product. It mainly focuses on producing
quality, safe and healthy biscuits, birthday cake and other items. It
uses different tools to distribute its product such as from the different
workers on the basis of selling commission, van, safari, motorcycle,
auto etc.
During my project report writing, I felt that Gorkhal Bakery is
the bread, biscuits and cake providing industry in Pathari
Shanishchare 1, Morang which not only provide the bread only but it
provides safe and healthy cake and other bakery items to the people
for their healthy life.

vi
 ACKNOWLEDGEMENT

This thesis has been prepared to fulfill the partial requirements

for the degree of Bachelor of Business Studies (BBS) of Tribhuwan
University. For this, I would like to acknowledge the effort of Office
of the Dean, Faculty of Management, T.U., for offering such a great
course in our syllables to enhance the quality of management
education in the country.
First, I would like to extend my cordial thanks and deep gratitude
towards my reverent supervisor Mr. ...................Mr. ......................,
head of department of Pathari Multiple Campus, for his kind and
valuable guidance, constant encouragement & inspiration at every
stage throughout the research work.
Similarly, I would like to express my sincere thanks to campus
chief Mr. Chetan Poudel, Assistant Campus Chief Mr. Shantiram
Timsina and who kindly gave the orientation class of the project
work report and advice throughout the preparation of the report. I
express my heartfelt thanks to the staff of library and administration
of Pathari Multiple Campus whose kind cooperation has made it
possible to complete the work.
I also cannot forget the co-operation behavior of the staffs of
concerned Gorkha Bakery for their great support in providing the
data to accomplish my data.
Finally I would like to thank to my all family members who
always encouraged and inspired me to prepare this research work,
especially to my dear friends
.............................................................................. for their great
support and help to prepare this thesis and Mr.Peetambar Ghimire
for technically correcting and printing out this project work report..

BUDDHA MAYA RAI

BBS 4TH Year
T.U. Regd. No:
vii
 Table of continents
Cover page No.
Title page i
Declaration ii
Supervisor’s Recommendation iii
Endorsement iv
Abstract v
Acknowledgement vii
List of table viii
List of figure ix
Abbreviation x

CHAPTER I : INTRODUCTION
1.1 Background 1
1.2 Profile of organization 2
1.3 Problem of statement 2
1.4 Objectives of study 4
1.5 Rational 4
1.6 Review 5
1.6.1 Types of advertising media 7
1.6.1.1 Conceptual Review 7
1.6.2 Review of previous work 7
1.7 Method 8
1.7.1 Method of data collection 8
1.7.2 Data collection procedure 10
1.8 Report structure 11
viii
1.9 limitation 12
CHAPTER II : RESULT AND FINDING
2.1 presentation of data in tables and figure and their analysis
12
2.1.1 Advertisement of Gorkha Bakery 12
2.2.1 Advertisement media of Gorkha Bakery 14
2.2.2 Advertisement expenses of Gorkha Bakery 15
2.3 MAJOR FINDINGS 21
CHAPTER III : SUMMARY AND CONCLUSION
3.1 Summary 23
3.2 Conclusion 24

REFRENCES
INDEX

ix
 LIST OF TABLE

TABLE TITLE PAGE NO.

2.1 Advertisement expenditure of Gorkha Bakery 14

2.2 Advertisement expenditure for F/Y 2071/2072) 16
2.3 Advertisement expenditure for F/Y 2072/2073)
18
2.4 Advertisement expenditure for F/Y 2073/2074) 20

x
 ABBREVIATION

A.D. : Ano Dommini

BBS : Bachelor of Business Studies
B.S. : Bikram sambat
Estd. : Established
F/Y. : Fiscal Year
i.e : That is
Ltd. : Limited
Pvt. : Private
Rs. : Rupees
SPSS : Statistical Package for Social
Science
T.U. : Tribhuvan University
T.V. : Television
% : Percentage
& : And

xi
 CHAPTER- I
INTRODUCTION
1.1 Background

Market segmentation is the actual process of identifying segments of

the market and the process of dividing a broad customer base into
sub-groups of consumers consisting of existing and prospective
customers. Market segmentation is a consumer-oriented process and
can be applied to almost any type of market. In dividing or
segmenting markets, researchers typically look for shared
characteristics such as common needs, common interests, similar
lifestyles or even similar demographic profiles. So, market
segmentation assumes that different segments require different
marketing programs, as diverse customers are usually targeted
through different offers, prices, promotions, distributions or some
combination of marketing variables. For example, Southwest
Airlines’ single-minded focus on the short-haul, point-to-point,
major-city routes, allowed them to prosper as their competitors
floundered. The airline’s focus on specific segments allowed them to
do a better job of deciding what their target segment really valued
(for example, convenience, low price, on-time departures and
arrivals, among other things).

Businesses may not be in a position to satisfy all of their customers,

every time. It may prove difficult to meet the exact requirements of
each individual customer. People do not have identical preferences,
so rarely does one product completely satisfy everyone. Therefore,
many companies may usually adopt a strategy that is known as target
 2
marketing. This strategy involves dividing the market into segments
and developing products or services to these segments. A target
marketing strategy is focused on the customers’ needs and wants.
Hence, a prerequisite for the development of this customer-centric
strategy is the specification of the target markets that the companies
will attempt to serve. The marketing managers who may consider
using target marketing will usually break the market down into
groups (segments). Then they target the most profitable ones. They
may adapt their marketing mix elements, including; products, prices,
channels, and promotional tactics to suit the requirements of
individual groups of consumers. In sum, this chapter explains the
three stages of target marketing, including; market segmentation (ii)
market targeting and (iii) market positioning.

1.2 Background of organization

The current study has been done in Gorkha Bakery located at

Pathari Shanishchare Municipality 01, Morang district in order to
understand the significance of market segmentation of bakery
products for the customers as well as community. It also focuses on
people's attitude towards community health and environment.

This Gorkha Bakery has been established to fulfill the demand of

customer. The bakery is producing one of the quality bakeries items
products. There is a high demand of pure and quality bakery product
in this district. This Bakery applies modern segmentation so that the
Bakery segments the customers in order to achieve its business goal
 3
and satisfaction. The vision of the Bakery is to produce pure, safe
and quality bakery product and mission is to establish bakery
industry as a brand of pure safe and quality bakery producer in
Pathari, Morang of the eastern part of Nepal. So recently it has
provided a great customer satisfaction in eastern development of
Nepal.

1.3 Problems of statement

Nepal’s business industry has been suffering from the various
problems like lack of effective regulatory framework and inadequate
self-regulation.

Target marketing involves the identification of the most

profitable market segments. Therefore, businesses may decide to
focus on just one or a few of these segments. They may develop
products or services to satisfy each selected segment. Such a target
marketing strategy differs from mass marketing (where a company
may decide to produce and distribute one product to all consumers)
or from product differentiation (where a company offers a variety of
products to a large market). Marketers have been moving away from
mass marketing endeavours, as they are increasingly targeting
smaller segments with customised marketing programs. In this light,
this chapter sheds light on the process of market segmentation. It
clarifies how businesses could select the most profitable segments as
they employ market coverage and positioning strategies to attract
them.
 4
The research questions for solving the stated problems are listed
below:
i. Are the customers well known about the importance of
marketing segmentation in the study area?
ii. What are the problems, impacts and benefits of
marketing segmentation?
iii. What are the types of marketing segmentation being
used in the site?

1.4 Objectives of this study:

To research and study about the marketing segmentation adopted
by Gorkha Bakery is the main purpose behind to find the field work
project. The main purposes of this study are follows.
i) To study the consumers perception toward
stimulating demand and product.
ii) To study about the marketing segmentation of
Gorkha Bakery.
iii)To study the role of marketing segmentation in
today’s competition environment.
 5
1.5 Rationale
By dividing the market into segments, marketing managers can
acquire a better understanding of the needs and wants of customers.
This enables them to customize or to ‘tailor’ the company’s
marketing activities more accurately and responsibly to the
individual customers’ likings. Segmentation marketing supports
businesses in meeting and exceeding their customers’ requirements.
It may also allow them to evaluate the competitors’ strengths and
weaknesses. This way, they could discover business opportunities in
markets which were not served well. Customer segmentation enables
marketers to adopt a more systematic approach when planning ahead
for the future. This leads to better exploitation of marketing
resources, resulting in the development of a more finely-tuned
marketing program.
The present study is expected to know the marketing segmentation
of the Gorkha Bakery. Segmentation plays an important role for the
business in the society, so there is need for segmentation to the
customers.
It creates new values and brings about changes in attitudes. The
following are rationale of study.
i) It is the method to get experience in related field.
ii) It is helpful for the Business holders.
iii) It is useful in judging the efficiency and locating weakness
foe the organization etc.
 6
1.6 Review
Visualizing the research problem by addressing the
independent and dependent variable involved in the research
problem is known as conceptual model of research problem.
findings or output of the research. Researcher targeted the
suitable population and reasonable sample size in order to
ensure superb research findings. In this study one type
population are targeted by the researcher to conduct the
research, for this Gorkha Bakery has been selected.

1.6.1 Conceptual Review

This section examines market segmentation to get a better
understanding about the concept and how it can help a company
become more customer focused. Market segmentation can be
defined in numerous ways. Our definition of the concept is based on
McDonald and Dunbar (1998): “Market segmentation is the process
of splitting customers, or potential customers, within a market into
different groups, or segments, within which customers have the
same, or similar requirements satisfied by a distinct marketing mix”
(McDonald & Dunbar, 1998, p. 15).
This definition contains the most basic and important factors of
market segmentation. Within a market, there are groups of customers
with comparable needs, wants and behaviours. From a seller’s
perspective, acknowledging this is a great opportunity to become
customer focused by creating strategies to satisfy the segments’
various requirements. Market segmentation is also a driving force
for a company to become more customer focused as the very basic
 7
prerequisite of the concept is that a company has to look closely at
the customers, both existing and potential. Companies should
develop specific marketing and sales strategies for each customer
group or segment. The company that discovers the customers’
requirements and is able to customise the products and services in
the most effective way will be successful. (McDonald & Dunbar,
1998) Over the years, researchers have suggested several different
variables on which to base the segmentation.

According to Mitchell and Wilson (1998), the most useful variables

are organization type, customer data, size of the account, geographic
location, purchasing structure, type of purchase, decision making
process, organizational innovativeness, and social networks. Volvo
CE has Chapter 3 Theoretical Study 28 chosen to use the customer’s
organization type – the type of business the customers are in - as the
variable for its segmentation approach, which we believe is an
appropriate way for Volvo CE’s market segmentation. Therefore, it
will not be the scope of this thesis to question the actual
segmentation made by Volvo CE. There is a lot written about how to
segment a market (Webster, 1991; Söderlund, 1998; McDonald &
Dunbar, 1998), but remarkably little is written about how to
implement a market segmentation approach in an organization. To
illustrate how a company can move from being product oriented to
becoming customer focused and working with a market
segmentation approach in marketing and sales activities, the
researchers made seven-step process,
1. Realize the importance of being customer focused.
 8
2.Realize that market segmentation is a key component of becoming
customer focused.
3. Segment the market.
4. Select the most attractive and prominent segments of today and
the future.
5. Identify how customer-perceived value is generated in the
selected segments.
6. Develop strategies to create high customer-perceived value.
7. Continuously gather feedback and re-evaluate the process.
Customer focus through market segmentation.

1.6.2 Types of marketing segmentation

There are Four Types of Market Segmentation. The four bases of
market segmentation are:

 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
 Geographic segmentation

Demographic Segmentation

Demographic segmentation is one of the most popular and

commonly used types of market segmentation. It refers to
statistical data about a group of people.
 9
Demographic Market Segmentation Examples 

 Age
 Gender
 Income
 Location
 Family Situation
 Annual Income
 Education
 Ethnicity

Psychographic Segmentation

Psychographic segmentation categorizes audiences and customers

by factors that relate to their personalities and characteristics.

Psychographic Market Segmentation Examples 

 Personality traits
 Values
 Attitudes
 Interests
 Lifestyles
 Psychological influences
 Subconscious and conscious beliefs
 Motivations
 Priorities

Psychographic segmentation factors are slightly more difficult to

identify than demographics because they are subjective. They are
not data-focused and require research to uncover and understand.

Behavioral Segmentation

While demographic and psychographic segmentation focus on

who a customer is, behavioral segmentation focuses on how the
customer acts.
 10
Behavioral Market Segmentation Examples 

 Purchasing habits
 Spending habits
 User status
 Brand interactions

Behavioral segmentation requires you to know about your

customer’s actions. These activities may relate to how a customer
interacts with your brand or to other activities that happen away
from your brand.

Geographic Segmentation

Geographic segmentation is the simplest type of market

segmentation. It categorizes customers based on geographic
borders.

Geographic Market Segmentation Examples   

 ZIP code
 City
 Country
 Radius around a certain location
 Climate
 Urban or rural

Geographic segmentation can refer to a defined geographic

boundary (such as a city or ZIP code) or type of area (such as the
size of city or type of climate).

1.6.3 Review of previous works:

The paper of W. Boyd et al. (1994) the results of the study
reveal that reputation, interest charged on loans, and interest
on savings accounts are viewed as having more importance
than other criteria such as friendliness of employees, modern
facilities, and drive in-service.
 11
A study by Clarkson et al. (1990), suggests that the
characteristics and financial service requirements of
consumers vary with age, and that these differences could be
used in developing marketing strategies for such services.
Marla Royne Stafford (1996) stated that demographics
continue to be one of the most popular and well-accepted
bases for segmenting markets and customers. Even if others
type of segmentation variables are used a marketer must know
and understand demographics to assess the size, reach and
efficiency of the market. The general conclusion of this study
is that there is a significant relationship between demographics
characteristics the service quality perception. However, for
income the test statistic was not significant. The
psychographic segmentation, in the literature, has been
extensively researched.
Harrison (1994) concludes that the traditional segmentation
variables of age, stage in the family life cycle and social class
have provided little insight into the financial services customer
behavior.

1.6.3.1 Method
In this chapter I give an explanation of that methods and
processes that I have used throughout my study and justify why I
have used them. The purpose is to give the reader and understanding
of the progress of the study and on what grounds the methodology
used was chosen. To support and give insight my choices, a review
of methodology theory is given. We start by describing our research
 12
strategy, followed by our research approach and the research
method. Thereafter, we describe the data collection and the data
analysis. We end the chapter with a discussion about the quality of
the research, and we illustrate the conduct of my research in a
research model.
1.6.3.2 Type of research
Classified into two categories they are as follows: -
a) Basic Fundamental Research
b) Applied or Action Research
1.7. Method of data collection:
All the possible tools of data collection like field visit, asking
question, searching from internet page etc. have been used in
collecting were contracture for obtaining the required information.

a. Primary data:
Primary data is first hand unpublished data. Primary data can
be defined as those data and information, which are collected
by researcher her/himself or by hide man. He/she can use
various methods as interview, mail, questionnaire, field
observation etc. these data are more reliable as they are
collected for specific purpose required by the study this is
partially base on primary data. The main sources of primary
data are as follows.
i) Interview
ii) Questionnaire
iii)Observation
 13
b. Secondary data:
The data which is already use and published or unpublished
data are the secondary data. It is easily available and it is less
reality than primary data secondary data are also important for
the study. The sources of secondary data can be classified
below.

i. Published sources
ii. Unpublished sources
iii. Computerized database

1.7.1 Data collection procedure:

The study is conducted on the basis of data collection procedure.
The data are related to the study collected from different following
sources. Data collection procedure should be conducted at intervals
sufficiently frequent for the management purpose.
The main data collection of Gorkha Bakery is as follow:
i. Registration:
Registers and license are particularly valuable for
complete enumeration.
ii. Questionnaires:
Forms which are completed and returned by
respondent. An expansive method that is useful where literacy rate is
high and respondents.
 14
iii. Interview:
Forms which are completed through an
interview with the respondent. More expensive than questionnaire,
but they are better for complex question.

I. Direct observation:
Marking direct measurement is most accurate
method for many variables. Such as catch but it is often
expensive many method like observe program are limited
to Gorkha Bakery

I.8 Structure
For every research, there must be a well-organized structure to
prepare a final report. This study has been into three chapter has
some importance. The title of each of this chapter is listed below:

Chapter-I Introduction
This chapter includes background of study statements of the
problems, objectives of the study, importance of the study, limitation
of the study, conceptual review and related study of theoretical
analysis and brief review of related literature available, this research
deals with the research methodology which consists the types of
research, population and samples, types of data, instruments, source
of data and information as well as different analytical tools used in
study.
 15
Chapter-II Results and analysis
This chapter includes the main aspects of the study. It deals with
the presentation of data, table, figures, tools and finding of the study.

Chapter-III Summary and conclusion

This chapter is the last chapter which presents conclusion and
discussion.

I.9 Limitation

The major limitation of the study as below:

a) The data presentations in the study are assumed as true and

fact.
b) The data only use for customer segmentation.
c) The analysis is limited to the Gorkha Bakery only.
d) Some data are depending on oral speech.
e) This study analyzed about only one part of Gorkha Bakery.
 CHAPTER – TWO

RESULTS AND ANALYSIS

2.1 PRESENTATION OF DATA

The presentation of data is a basic organization and of data for

the further study. After collecting data through different techniques
such as questionnaire, interview, survey etc. it is necessary to
arrange it before presenting the data different steps must be
followed. Generally, the data processing includes editing, coding,
classification and tabulation. Editing refers checking and correction
of collected data to ensure their accuracy and completeness. Coding
implies categorizing of response in symbol, where symbol may be
either numerically or alphabetically (1,2,3 ……. Or either
A,B,C……..)
This classification refers to dividing of data into different
categories, classes or group or sub-group and the tabulation is the
process is the process of transferring different table and charts.

2.1.1 Demographic Segmentation of Gorkha Bakery.

Gorkha Bakery try to categorized the customer on the basis of the
following demographic segmentation

A. Age: Gorkha Bakery classify the customer into the age group
according to the age factor

2-10 years, 10-20 years, 20-40 years, 40-60 years and 60

above.

Bakery classify the customer and made goods for them like
cake, butter, bread and Birthday, anniversary gifts and
 17
decoration items. Most of the customer are in the group of 2-10
and 10-20 years.

B. Gender: Gorkha Bakery segment its customer in boys

and girls or ladies and gents.

C. Income: Customer categorized in to their economic

status and product also categorized according to their
level of income.

D. Location: City area, urban area and rural area are the
terms of location segmentation.

E. Family situation/ Education: Customer are also

categorized according to the family situation and
educated family or uneducated family

F. Ethnicity: Customer also categorized according to

their ethnic group.

What kind of food the customer prefer it would be the matter in

business So that Gorkha Bakery segment its' customer on the
basis of the above parameters for the competitive market.

2.1.2 Psychographic Market Segmentation of Gorkha Bakery.

Gorkha Bakery try to categorized its' customer on the basis of

psychographic segmentation on the basis of the listed category:

 Personality traits Psychological influences

 Values Subconscious and conscious beliefs
 Attitudes Motivations
 Interests Priorities Lifestyles
 18
2.1.3 Behavioral Segmentation

While demographic and psychographic segmentation focus on

who a customer is, behavioral segmentation focuses on how the
customer acts.

Behavioral Market Segmentation Examples 

 Purchasing habits
 Spending habits
 User status
 Brand interactions

Behavioral segmentation requires you to know about your

customer’s actions. These activities may relate to how a customer
interacts with your brand or to other activities that happen away
from your brand.

2.1.4 Geographic Segmentation

Geographic segmentation is the simplest type of market

segmentation. It categorizes customers based on geographic
borders.

Geographic Market Segmentation Examples   

 ZIP code
 City
 Country
 Radius around a certain location
 Climate
 Urban or rural

Geographic segmentation can refer to a defined geographic

boundary.
 19

2.2. Table of Demographic Segmentation of Gorkha Bakery

S Segmentation Topic Specification
N
1 Age 0-10, 10-20, 20-40,40-60, 60+
2 Gender Male/ female
3 Income High/medium/low
4 Location Rural/ urban
5 Family situation/ Education Educated/uneducated
6 Ethnicity Bhramin,kshetri,Janajati, Dalit,
others

Figure 1 Demographic segmentation (Age) of Gorkha Bakery

Population

0-10 2nd Qtr 20-40 40-60 60+

The above pie-chart shows that the maximum customer of Gorkha

bakery of the age between 10-20 years 40 percentage of the
 20
customer are in the group. 33% of the customer are the age of 0-10
years. 16% of the customer are the group of 20-40 years likewise 8%
of the customer are the age group of 40-60 years and the least
customer are above the age of 60 years.
Figure 2 Demographic segmentation (Gender) of Gorkha
Bakery

Population

Male Female

The above pie-chart shows that the maximum customer of Gorkha

are female. Female customer are 58% where as male customer are
42%.
 21
Figure 3 Demographic segmentation (income) of Gorkha Bakery

Population

High Medium Low

The customer of Gorkha Bakery on the basis of income is

segmented into three categories. Among them the highest
customers are from the low-level income family. 39% are from
the low-level income family 36% customer are from the medium
economic level and 25% customers are from the high-level
income source family. The data
shows that the low economic or poor people spends money for
their happiness.

Figure 4 Demographic segmentation (location) of Gorkha

Bakery
 22
Population

Rural Urban

The customer of Gorkha Bakery on the basis of location is

segmented into two categories. Among them the highest
customers are from the urban area and 43% are from the rural
area.

Figure 5 Demographic segmentation (family status/ education)

of Gorkha Bakery

Population

Educated Uneducate
 23
97% customers of Gorkha Bakery are educated and 3% are
uneducated.

Figure 6 Demographic segmentation (ethnicity) of Gorkha

Bakery

Population

Bhraman Kshetri Janajati Dalit Others

On the basis of the ethnicity the customers of Gorkha Bakery are

segmented in to five categories. The highest customers are Janajatis,
they are 43% out of them 100%. Kshetries are 16% Dalit are 11%
others are 12% and Bhramins are 7% out of 100%. The highest
customer is Janajati and the lowest customers are Bhramin on the
basis of ethnicity.
Other segmentations are also done by the Bakery on the basis of
different parameters. All the segmentation are scientifically done by
the Bakery which are necessary to the busines in modern
competitive market.

2.3 MAJOR FINDINGS

 24
After the presentation and analysis of data, the report writer
has drawn major finding. The major findings of this report are listed
below:
i) The Bakery produces bread, cake, biscuits items and all
bakery products to its target market and target consumers.
ii) The Bakery has been studying the market and segmenting the
customer on the basis of different parameters.
iii)The Bakery has been using the same segmentation for the
consecutive years.
iv)It is found that that the Bakery has been investing for the
customer segmentation for the best business plan.
v) It is found that the customers are more concern for Bakery.
vi)In totality, the credit for the sources of the Bakery goes
towards its quality and business.
 CHAPTER – THREE
SUMMARY AND CONCLUSION

3.1 SUMMARY

It is virtually impossible to satisfy all customers, so it is up to the

company to select the specific parts of the market which they can
best serve. Therefore, businesses could identify market segments,
select a few profitable segments, and develop products and
marketing mixes that are aimed at particular customers.

Segmentation is the identification of customer groups who share

similar characteristics. This process has a number of advantages, and
enables a marketing manager to design an effective plan for each
segment. Usually, tourism companies segment their market by using
demographic, geographic, psychographic, behavioural and product-
related variables. The chosen segments ought to be measurable,
accessible, substantial and actionable.

Three market coverage alternatives including; undifferentiated

marketing; differentiated marketing and concentrated marketing
were also put forward in this chapter. Businesses should consider the
most appropriate market coverage strategy according to their
resources, the type of service to be offered and the diversities within
the market. However, they should also evaluate their competitors’
market coverage strategies.
 26
3.2 CONCLUSION
The area of market segmentation has now been discussed in
order to realize the purpose of this thesis i.e. to provide a framework
for exemplifying how market segmentation can determine the right
target audience. In discussing these areas, it can be concluded that
the market segmentation can determine the right target audience by
following the market segmentation process and thus help a company
to design an appropriate marketing strategy. The aim of this thesis
was to understand the market segmentation process and as a result
being able to make an analysis based on a questionnaire conducted.
With regards to the market segmentation, the different concepts
within market segmentation were established. In the approach to this
area, the four most commonly used types of segmentation were
accounted for i.e. the demographic segmentation, the geographic
segmentation, the psychographic segmentation and the behavioural
segmentation.
The survey was done in its local area Pathari and the data was
collected from the manager of Gorkha Bakery from the study and
amazing the segmentation data, the surveyor came in the conclusion
as below: -
i) Segmentation is the best and new technique for the modern
competitive market.
ii) Gender classification or segmentation is more effective than
others.
iii) Marketing segmentation done by Gorkha Bakery is innovative
and motivative for the other business holders.
 27
iv) It can understand the values and interest of the customer.
v) It builds the relationship between business, business product
and the customer.
Gorkha Bakery has faced some difficulties in market segmentation
to its small sales revenue. Market segmentation is really of costly
affair so for small firms it becomes difficult to spend to the fullest.
Still some implications are listed below to the company for its
favor.
i) It can also lunch gift hamper and discount for the customers
in different occasions to attract the customers.
ii) It can publish the record of their customer in terms of
market segmentation.
iii)It can prepare the bakery items to the target group and can
sell by online service.
iv)It can maximize its market to the target customer.
v) It Can distribute its product from the different station branch
and sub branch to increase the customer.
 REFRENCES

Agrawal, Govinda Ram, "Project Management", M.L. Publisher and

distributor Co-operative Ltd.
Annual Report of Gorkahali Pauroti Udhyog Pvt Ltd.Morang,
Patharishanishchare
Bhusal, Baikuntha Prasad (2016), "Fundamentals of Marketing"
Gyan Jyoti Pustak Bhandar.
Cooper, Simoon, (1997) "Selling Principles, Practice and
Management", Pitman Publishing, London.
Ewing Marion Kauffman Foundation (2006), "Fast Trac"
Kotler, Philip, (1999), "Marketing Management", New Delhi,
Prentice-Hall of India.
McDonald, M. & Dunbar, I., (1998). Market Segmentation: How to
do it – How to Profit from it. MacMillan: Basingstoke
Mitchell, V-W. & Wilson, D. F., (1998). Balancing Theory and
Practice: A Reappraisal of Business-To-Business
Segmentation. Industrial Marketing Management. vol. 27, iss.
5, pp 429-446
Wainwright, R. 1996. “No. 4: Address the Chinese Avoid”, The
Sydney Morning Herald, 14 March 1996, p. 3.
- Webster, F. E. JR., (1991). Industrial Marketing Strategy. John
Wiley & Sons Inc: New York
Website:
www.wikipedia.org
www.encyclopedia.com
www.businessdictionary.com
 APPENDIX I

Questionnaire

a. Who are the customer of the Bakery?

b. What is the main goal of the organization?

c. At what basis the customer classified?

d. Does the organization satisfy to the customer?

e. Does the organization care about the purity and its customer?

f. Are customers satisfied on the service provided by the

organization?

g. Is Gorkaha Bakery using modern technologies?

h. Do Gorkaha Bakery has organized any strategic planning for

increasing the sales volume?

i. Is the organization serious about health of the customers?

j. Does this organization have had proper infrastructures for

distribution of its products?

k. Do you have authentic customer segmentation?

l. What kind of facilities do you expect from the Bakery?

m. What product do you prefer to buy?