In the field of marketing, market segmentation and marketing performance have continued to receive lots of attention over the past decades and have become of great importance due to structural market changes, especially globalization (Dolnicar and Freitag, 2013).When markets are divided into different homogenous groups of consumers, it is known as market segmentation. According to Kotler, (2009) has defined market segmentation as the marketing strategy of having a total heterogeneous market divided into relatively homogeneous markets. This is in agreement with the marketing concept which calls for the understanding customers and efforts to satisfy their needs profitably. However, customers differ in their needs and it is rarely impossible to satisfy all customers by treating them equally. Market segmentation helps companies to better understand the needs of the customers, and this function serves as one of the main reasons why companies engaging in it
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