Zozul'ov O. Methodical principles of market segmentation.

. The dissertation is aimed to analyse theoretical and methodical problems of the consumer market segmentation and related subject of research on the consumer motivation. The new definitions of "market segment" and "market segmentation" were introduced and defined within the concept of segmentation role analysed in the company management. The elements that have to be determined during the consumer motivation research were defined. Since the relation between these elements and the enterprise marketing mix and market segmentation were brought to light. The candidate suggested methods of consumer motivation research on basis of the primary and secondary marketing data, the pattern and method of the market segmentation and method of the market segments selection. The launched methods were tested at the Ukrainian enterprises; the main points of the dissertation were considered at the international scientific and practical conferences and were applied in the studying process.