Аңдатпа
In this article, the author considers market segmentation as a process of dividing the market into separate parts -segments that differ from each other with different sales opportunities of the manufacture's products.The author demonstrates such segment of the consumer market as the market of cosmetic services.Principle scheme of segmentation of the cosmetic services market is shown.Criteria and characteristics (principles) of segmentation necessary for forming market segment are singled out.The article also focuses on the sequence of creating a market segment.The author reveals two principal approaches to marketing segmentation used in world practice.The basic principles of segmentation of the consumer market are described.Distribution of income by population groups, % in 2015-2017, is analyzed.(for April month), on the basis of which the possibility of breaking up potential consumers into stable segmental groups was considered, segmentation of the population on the basis of income can serve, when the entire population is divided into five 20% of groups.The author distinguishes and describes the characteristic features of the methodology, segmentation which consists of successive stages.The point of view of modern world marketing is to first see the market segments, and then the country.The issue is not so much about the market potential of Kazakhstan, but about the potential among all consumers of cosmetic services.The main companies now describe the segments of the world market and the niches that cross national borders.They can be achieved physically, using a variety of means of communication and distribution channels, but the psychological target orientation is realized similarly.These segments are identified on the basis of adherence to similar concepts of the ideal product.This allows the company to develop the same product range for such segments, and the product is sold to the same target segments for benefits in numerous countries. Segmentation of cosmetic services market in the Republic of Kazakhstan