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Major Segmentation Variables for United International University:

Segmentation variables for consumer markets of United International University offering a quality degree for BDT 25 lacs tuition fee which ensures jobs with a minimum BDT 50000 starting:

i. Geographic:

Students from whole Dhaka city will be the target market. Focus can be given on some major areas like Dhanmondi, Mohammadpur, Tejgaon, Farmgate, Green Raod, Elephant Raod Mirpur, Old town, Badda, Shahjadpur, Rampura, Uttara, Gulshan, Banani, Mohakhali etc from where the university campuses are more convenient to reach. Besides students, outside from Dhaka, seeking a degree from a reputed private university can also be brought in concern.

ii. Demographic:

• Age group for the segmentation should be 18 years above as because most of the students with a HSC or A level degree are of this age. On the other hand, students seeking a MBA will also come in this group.

• Both single and married male and female students will be given equal concern while segmentation.

• People with a minimum income of BDT 55000 and enough savings should be taken as the main target market. Otherwise most of the people won’t be able to bear up the monthly tuition cost of almost BDT 53000.

• Students with a minimum HSC or A levels degree will be given importance while segmentation. Other students who satisfy the university requirements or professional people will also be a part of the segmentation.

• Segmentation will be done for the students with a Bangladeshi nationality. Besides foreign students seeking a Bangladeshi degree will also be taken on count.

iii. Psychographic:

• While segmenting from the social class, students from upper lowers, middle class, upper middles, lower uppers, and upper uppers will be counted keeping the cost

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