Market Segmentation in Pakistan: A Mona Lisa Smile or a Big Fat Smile?

This study investigates market segmentation approaches used by eight diverse corporations in Pakistan. Interviews were conducted with marketing professionals to explore their current methods and perceptions of alternative strategies. Findings reveal that most organizations still rely on traditional segmentation methods—demographics, psychographics, geographic, and behavioral factors. However, six of the eight companies expressed a desire for contemporary segmentation approaches focused on customer needs. Marketing professionals noted that need-based segmentation could enhance customer satisfaction and increase revenue. Although conventional methods have value, a gap exists in the Pakistani market for more personalized, needs-based segmentation that could drive better outcomes for both customers and companies. Keywords: Behavioral, Customer Needs, Demographics, Geographic, Psychographics, Market Segmentation.