The first step in quantitative analysis is to understand the whole picture. Then comes the understanding the differences between people; which is obtained through segmentation. It can be used as an analysis technique. It can also be the main purpose of the research.
Segmentation means dividing the market into homogenous groups which can be attracted to specific products and services. In fact, the aim of it is to find special groups of people that have similarities and at the same time have differences with other groups in various aspects like behavior, needs, demands, attitudes, lifestyle, etc. Segmenting the market to these groups makes it easier and more efficient to create strategies and to make tactical decisions.
One of the main reasons of segmentation is that it allows the brands to have different offers to various types of consumers. Its advantages are: increase in sale, meeting the needs of the costumers more successfully, easier obtainment of the costumers' feedbacks, and decrease in costs due to more efficient and more precise advertising.