Given todays complex markets, it is necessary to identify customer groups that have speficic needs. To determine such groups of potential customers, i.e., segments, it is necessary to conduct market segmentation Segmentation involves the design and implementation pf marketing programs through which the company seeks to satisfy the desires and needs of members of certain groups. The groups, i.e., segments for which the company decides and towards which it will irect its efforts and marketing programs are called target segments. Segmentation seeks to seperate consumers with the same or similar needs from a heterogeneous population, and at the same time different from other consumer groups. The thesis will provide detailed explanations of the types of segmentation and all the steps it involves. Finally, a survey vill be conducted todetermine the factors that influence customers decisions, what is most important to them and to what extent, and whether they are loyal or not.