Karachi Institute of Economics and Technology

Geographical Segmentation of Pakistan

Submitted by:

Umair Ahmed Khan (3502)Umair Abdul Ghaffar (3514)

Syed Waqas Zaidi (3143)

Submitted to:Ma’am Rakhshanda

C.I.D ( )

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Acknowledgment

Perfection was the watchword we had in our mind when we started

working on this project. However, people generally agree that man

can only strive to approach excellence but never actually achieve it.

Exquisite perfection is rather a trait of God, and by his grace, we have

tried very hard to make this report an excellent one.

We would like to thank Ms. Rakhshanda Sabzwari for her

assistance, guidance & instructions; she gave to us in the friendliest

manner through out this report, which could not have been successful

without her dedicated attention & guidance.

We tried out our best to collect appropriate information for the

completion of this report. We are grateful to our teacher for providing

us such a chance to explore new dimensions and enable us to

understand the latest world business situations.

Once again, we are thankful to all the people who have been involved

in the completion of this report directly or indirectly. This report is a

combined effort of all the members of our group, namely, Umair

Ahmed Khan, Umair Abdul Ghaffar, And Syed Waqas Zaidi

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TABLE OF CONTENTS

Page no.

1. Abstract 05

2. Introduction 06

o Languages 06

o Religions 07

3. Geographical segmentation of Pakistan 08

o Geography and Climate --

o Effective Segmentation --o Segmenting Consumer and B. Market 09o Segmentation Variable 12

4. Geographical segmentation in accordance to

Province of Pakistan 13

o Sindh 14o Punjab 25o N.W.F.P 30o Balochistan 35

5. Conclusion 37

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ABSTRACT

It is well known that people with similar demographic and psychographic characteristics tend to live nearby, for example, in suburbs, counties, shires, states, regions, countries, etc. People living within the same geographical boundaries often exhibit similar buying patterns. This is in part due to similarities in demographic and psychographic characteristics of residents. This phenomenon is further enforced by local weather, environment, and cultural differences. Segmenting markets along geographical boundaries can lead to more specialized and focused marketing approaches.

Examples of Geographical Segmentation

Geographical segmentation can be used for various purposes. The followings are geographic segmentation examples;

Shop outlets: Locations for new shop outlets can be identified. Advertising: Areas for advertisement can be identified.

Segmentation can also reveal information for advertisement media.

Product selection: Different geographic segments have differing consumption patterns. Introducing different products for different geographic segment can bring more sales!

Military recruitment: Military recruits have certain demographic attributes. Focusing on geographic segments with such profiles, military can find new recruits more efficiently.

Catalog sales: In catalog sales direct marketing, generally demographic information of customers is not available. Census information derived from geographic data can be used to develop better customer segmentation and predictive models.

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Introduction

Pakistan, officially the Islamic Republic of Pakistan, is a country located in South Asia and borders Central Asia and the Middle East. It has a 1,046 kilometer (650 mile) coastline along the Arabian Sea and Gulf of Oman in the south, and is bordered by Afghanistan and Iran in the west, India in the east and China in the far northeast. Tajikistan also lies adjacent to Pakistan but is separated by the narrow Wakhan Corridor. In recent times, Pakistan has been called part of the Greater Middle East.

Pakistan is the sixth most populous country in the world and has the second largest Muslim population in the world after Indonesia. The country is listed among the "Next Eleven" economies. Pakistan is a founding member of the Organization of the Islamic Conference, South Asian Association for Regional Cooperation, Developing 8 Countries, G20 developing nations and the Economic Cooperation Organization. It is also a member of the United Nations, Commonwealth of Nations, World Trade Organization, Shanghai Cooperation Organization, G33 developing countries, Group of 77 developing nations, major non-NATO ally of the United States and is a nuclear state.

o Languages

English is the official language of Pakistan and used in official business, government, and legal contacts. The constitution of Pakistan is written in English. Urdu is the national language, usually spoken to communicate with different ethnic groups. Punjabi is the most commonly spoken ethnic language. Other major languages spoken in Pakistan include (in order of number of speakers): Pashto, Sindhi, Saraiki and Balochi; English is mostly spoken by educated people.Following are the major languages spoken in Pakistan. The percentage of Pakistanis who are native speakers of that language is also given.Punjabi 44.68%Pashto 15.42%Sindhi 14.1%Seraiki 8.38%Urdu 7.57%Balochi 3.57%Others 6.08%Other languages include Brahui, Potwari, Kashmiri, Persian, Dari, Hindko, Gujrati, Memoni, Makrani, Marwari, Bengali, Gojri, and Dogri.

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oReligions:

About 97% of the Pakistanis are Muslim. The Muslims belong to different schools which are called Madhahib (singular: Madhhab) i.e. schools of jurisprudence (also 'Maktab-e-Fikr' (School of Thought) in Urdu). Almost 80% of Pakistani Muslims are Sunni Muslims and there is sizeable minority 20% Shi'a Muslims. Nearly all Pakistani Sunni Muslims belong to the Hanafi school with a small Hanbali school represented by Wahabis and Ahle Hadith. The Hanafi school includes the Barelvis and Deobandis schools. Although the majority of Pakistani Shi'a Muslims are Twelver, there is a significant Ismaili minority, composed of both Nizari and Mustaali.The Religious breakup of the country is as follows:Islam 173,000,000 (97%) (Nearly 80% are Sunni Muslims and 20% are Shi'a Muslims).Hinduism 3,200,000 (1.85%)Christianity 2,800,000 (1.6%)Sikhs around 20,000 (0.04%)

As well as much smaller numbers of Parsis, Ahmadis, Buddhists, Jews, Bahá'ís, and Animists (mainly the Kalasha of Chitral). Pakistan is the second-most populous Muslim-majority country and also has the second-largest Shi'a population in the world.

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GEOGRAPHICAL SEGMENTATION OF PAKISTAN

Geography and climate

Pakistan covers 340,403 square miles (881,640 km2), approximately equaling the combined land areas of France and the United Kingdom. Its eastern regions are located on the Indian tectonic plate and the western and northern regions on the Iranian plateau and Eurasian land plate. Apart from the 1,046 kilometer (650 mi) Arabian Sea coastline, Pakistan's land borders total 6,774 kilometers—2,430 kilometers (1,509 mi) with Afghanistan to the northwest, 523 kilometers (325 mi) with China to the northeast, 2,912 kilometers (1,809 mi) with India to the east and 909 kilometers (565 mi) with Iran to the southwest.The different types of natural features range from the sandy beaches, lagoons, and mangrove swamps of the southern coast to preserved beautiful moist temperate forests and the icy peaks of the Himalaya, Karakoram and Hindu Kush mountains in the north. There are an estimated 108 peaks above 7,000 meters (23,000 ft) high that are covered in snow and glaciers. Five of the mountains in Pakistan (including Nanga Parbat) are over 8,000 meters (26,000 ft). Indian-controlled Kashmir to the Northern Areas of Pakistan and running the length of the country is the Indus River with its many tributaries. The northern parts of Pakistan attract a large number of foreign tourists. To the west of the Indus are the dry, hilly deserts of Balochistan; to

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the east are the rolling sand dunes of the Thar Desert. The Tharparkar desert in the southern province of Sindh, is the only fertile desert in the world. Most areas of Punjab and parts of Sindh are fertile plains where agriculture is of great importance.The climate varies as much as the scenery, with cold winters and hot summers in the north and a mild climate in the south, moderated by the influence of the ocean. The central parts have extremely hot summers with temperatures rising to 45 °C (113 °F), followed by very cold winters, often falling below freezing. Officially the highest temperature recorded in Pakistan is 50.55 °C (122.99 °F) at Pad Idan. Rainfall ranges from 250 millimeters to more than 1700 millimeters (9.8–49.2 in), mostly bring by the unreliable south-westerly monsoon winds during the late summer. Wettest areas include Muree, Galyat, Dir and Hazara where it rains nearly 1400 mm to 1700 mm mostly during monsoon and western depression rains. However nearly 65% of the country receives less than 500 mm of rainfall. The construction of dams on the rivers and the drilling of water wells in many drier areas have eased water shortages.

EFFECTIVE SEGMENTATION

Not all segmentation is useful. For example, table salt buyers could be divided into blond and brunette customers, but hair color is not relevant to the purchase of salt. Furthermore, if all salt buyers buy the same amount of salt each month, believe all salt is the same, and would pay only one price for salt, this market would be minimally segmentable from a marketing point of view.

To be useful, market segment must be:

Measurable: The size, purchasing power, and characteristics of the segment can be measured. Substantial: The segments are large and profitable enough to serve. A segment should be the largest possible homogeneous group worth going after with a tailored marketing program. It would not pay, for example, for an automobile manufacturer to develop cars for people who are under four feet tall. Accessible: The segments can be effectively reached and served. Differentiable: The segments are conceptually distinguishable and respond differently to different marketing-mix elements and programs. If married and unmarried women respond similarly to a sale on perfume, they do not constitute separate segments. Actionable: Effective programs can be formulated for attracting and serving the segments.

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SEGMENTING CONSUMER AND BUSINESS MARKETS

The major segmentation variables are – geographic, demographic, psychographic, and behavioral segmentation.

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o GEOGRAPHIC SEGMENTATION

Geographic segmentation calls for dividing the market into different geographical units such as nation, states, regions, countries, cities, or neighborhoods. The company can operate in one or a few geographic areas, or operate in all but pay attention to local variations. For example Hilton Hotels customizes rooms and lobbies according to the location of its hotels.

o DEMOGRAPHIC SEGMENTATION

In demographic segmentation , the market is divided into groups on the basis of variables such as age , family life cycle , gender , income , occupation , education , religion , race , generation , nationality , and social class. Demographic variables are the most popular bases for

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distinguishing customer groups. One reason is that consumer wants, preferences, and usage rates are often associated with demographic variables. Another is that demographic variables are easier to measure.

o PSYCHOGRAPHIC SEGMENTATION

In psychographic segmentation, buyers are divided into different groups on the basis of lifestyle or personality or values. People within the same demographic group can exhibit very different psychographic profiles.

o BEHAVIORAL SEGMENTATION

In behavioral segmentation, buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a

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product. Many marketers believe that behavioral variables-occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitude—are the best starting points for constructing market segments.

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Segmentation Variables

Data

Geographic

World region Asia

Country Pakistan

Cities All major cities of Pakistan

Density Urban

Climate Hot and Dry

Demographic

Age All ages

Gender Male, Female

Family size 1-2, 3-4, 5+

Family life cycle Young, Single; Young, Married, no children; Young, Married with children; Older, Married with children; Older, Married with no children under 18; Older, Single; Other

Income Rs.30,000+

Occupation From middle class to upper class

Education Schools, Colleges, Universities

Religion Major religion of Islam, Christianity and Hinduism and small percentage of others

Race Asian

Nationality Pakistani

Psychographic

Social class Working class, Middle class, Upper class.

Lifestyle Actualizes, Fulfilled, Believers, Achievers, Strivers, Experience’s makers and Strugglers

Behavioral

Occasions Parties, Birthdays, Sports and Regular Occasions

Benefits Quality, Taste, Economy, Health

User status First time user

Attitude towards product

Positive

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GEOGRAPHICAL SEGMENTATION IN ACCORDANCE TO PROVINCES OF PAKISTAN

There are four provinces:

Province Capital city Divisions

Sindh Karachi Karachi, Hyderabad, Sukkur

Punjab LahoreLahore, Multan, Faisalabad, Rawalpindi, Gujranwala, Deri Ghazi Khan, Bahawalpur, Sargodha

North West Fornier Province (NWFP)

PeshawarPeshawar, Kohat, Dera Ismail Khan, Malakand, Hazara, Tribal Areas (autonomous)

Baluchistan Quetta Quetta, Sibi, Kalat, Makran

Northern areas of Pakistan and Azad Kashmir are not divisions but districts that are controlled by federal Government.

District capital Districts

Northern areas

GilgitGilgit, Skardu, Ghizar, Diamar, Ghanche

Azad Kashmir

MuzzafarabadMuzzafarabad, Mirpur, Kotli, Bagh, Poonch

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1. SINDH

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Total Population30, 439,893

Population Density (persons per sq.km) 212.8Population growth rate 2.8 %Number of people per household 6.0Persons per room 3.33Life expectancy (1996) 55.4Literacy Rate 45.29%Per Capita Monthly Income Rs.1, 036Urban Population 48.75%Rural Population 51.25%Population engaged in Agriculture 47.54%Population growth rate (urban) 2.6 %Population growth rate (rural) 2.8%Crude death rate* 8.6%Crude birth rate* 35.5 %Infant mortality rate* 87Total cultivated area (ha)(1999-2000) 5,699Total cropped area (ha.) 3,885Fish catch Marine (in ‘000’m tons) 295.65Forest coverage (mill. ha) 1.125 http://www.sindh.gov.pk/dpt/abtsindh/aboutsindh.htm

Sindh is located on the western corner of South Asia, bordering the Iranian plateau in the west. Geographically it is the third largest province of Pakistan, stretching about 579 km from north to south and 442 km (extreme) or 281 km (average) from east to west, with an area of Template: Convert/sq mi or 140,915 km² of Pakistani territory. Sindh is bounded by the Thar Desert to the east, the Kirthar Mountains to the west, and the Arabian Sea in the south. In the centre is a fertile plain around the Indus River. The devastating floods of the river Indus are now controlled by irrigation techniques.Karachi became capital of Sindh in 1936, in place of the traditional capitals of Hyderabad and Thatta. Other important cities include Sanghar, Sukkur, Dadu, Shahdadkot, Sehwan, Mirpukhas, Larkana, Shikarpur, Nawabshah, Kashmore, Umerkot, Tharparkar, Jacobabad, Ghotki, Ranipur, and Moro.

o Climate

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A subtropical region, Sindh is hot in the summer and cold in winter. Temperatures frequently rise above 46 C (115 F) between May and August, and the minimum average temperature of 2 C (36 F) occurs during December and January. The annual rainfall averages about seven inches, falling mainly during July and August. The southwesterly monsoon wind begins to blow in mid-February and continues until the end of September, whereas the cool northerly wind blows during the winter months from October to January.

Sindh is said to be between the two monsoons - the southwest from the Indian Ocean and the Northeast or the retreating monsoon, deflected towards it by Himalayan mountains- and escapes the influence of both. The average rainfall in Sindh is only 6 to 7 inches per year. But what is lost by the region during the two seasons is, however, regained for it by the Indus, in the form of inundation, caused twice a year, by the spring and summer melting of Himalyan snow and by rainfall in the monsoon season. It should be noted that these natural patterns have since been somewhat changed due to man-made dams and barrages that have been constructed on Sindhu Darya.

Climatically, Sindh is divided in three sections - Siro (Upper section centered at Jacobabad), Wicholo (Middle section centered at Hyderabad), and Lar (Lower section centered at Karachi). In Upper Sindh, the thermal equator passes through Sindh. The highest temperature recorded was 127 Degrees F in 1919. The air is generally very dry. In winter frost is common.

In Middle Sindh, average monsoon wind speed is 11 miles/hour in June. Temperature is lower than Upper Sindh but higher than the Lower Sindh. Dry hot days and cool nights are summer characteristics. Maximum temperature reaches 110-112 Degrees F. The Lower Sindh is effected by the coastline and is damper, humid, SW winds in summer and NE winds in winter and generally the climate is maritime with rainfall little less than the Middle Sindh. The maximum temperature reaches 95-100 Degrees F. In the Kirthar range at 6,000 ft and higher on the Gorakhnath and other peaks in Dadu district, temperatures near freezing have been recorded and brief snow fall is received in winters.

o PROFILE OF POPULATION

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Population(million) 1998

2005(estimated)

Growth rate (%)

Total 30.4 36.0 2.8

Urban population 14.8 17.6 3.5

Rural population 15.6 18.4 2.2

Source: Government of Sindh, Bureau of Statistics, Development Statistics of Sindh 2004

Share of urban population (Sindh): 48.8%

KARACHI- The capital of Sindh

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Karachi is the largest city, seaport and the financial capital of Pakistan. It is the twentieth largest city of the world in terms of metropolitan population, and is Pakistan's premier centre of banking, industry, and trade. Karachi is also the home of Pakistan's largest corporations that are involved in textiles, shipping, automotive industry, entertainment, arts, fashion, advertising, publishing, software development and medical research. It also serves as a major hub of higher education in South Asia, and the wider Islamic World.

Climate:

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Located on the coast, Karachi tends to have a relatively mild climate with low levels of average precipitation (approximately 250 mm per annum), the bulk of which occurs during the July-August monsoon season. Winters are mild and the summers are hot, however the proximity to the sea maintains humidity levels at a near-constant high and cool sea breezes relieve the heat of the summer months. Due to high temperatures during the summer (ranging from 30 to 44 degrees Celsius from April to August), the winter months (November to February) are generally considered the best times to visit Karachi. July, December and January have pleasing and cloudy weather when most of the social events and tourism, ranging from weddings to charity fundraisers, frequently take place. Highest recorded is 47.8 °C (118.0 °F) and lowest is 5.0 °C (41.0 °F).Temperatures (1931-2002) highest maximum (°C) Lowest minimum (°C)

Temperatures (1931-2002)

Highest maximum (°C)

Lowest minimum (°C)

Jan 32.8 5.0Feb 33.5 6.3Mar 34.0 7.0Apr 34.4 12.2May 40.8 17.7Jun 39.0 22.1Jul 33.2 22.2Aug 33.7 20.0Sep 36.8 18.0Oct 40.1 10.0Nov 32.5 6.1Dec 31.5 5.3Annual 34.1 12.7

EconomyKarachi is the financial and commercial capital of Pakistan; it

accounts for a lion's share of Pakistan's revenue generation. It generates 72% of the total national revenue (federal and provincial taxes, customs and surcharges), although a larger part than this amount is accounted for as indirect tax contribution. Karachi produces about 60 percent of value added in large scale manufacturing and 55% of the GDP of Pakistan. In February 2007, the World Bank identified Karachi as the most business-friendly city in Pakistan.

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Karachi is the nerve center of Pakistan's economy. The economic stagnation due to political anarchy, ethnic strife and resultant military operation during late 80s and 90s led to efflux of industry from Karachi. Despite this severe shock, Karachi claims the highest per capita income in South Asia, with a GDP per capita greater than $8,000 today

Language

The most commonly spoken language in Karachi is Urdu, the national language. However Sindhi, Punjabi, Pashto and Balochi is also widely spoken in the city. As per the census of Pakistan 1998, linguistic distribution of the city is:

Urdu: 48.52%Punjabi: 15.94%Pashto: 15.42%Sindhi: 7.22%Balochi: 4.34%Seraiki: 2.11%Other: 6.44%Other languages mainly include Gujarati and Memoni with other minor languages like Dari, Brahui, Makrani, Hindko, Khowar, Burushaski, Arabic, Persian and Bengali.

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TOWN AND CANTONMENT Town Population Area1. Lyari 607,9922. Saddar 616,1513. Jamshed 733,8214. Gadap 289,5645. SITE 467,5606. Kiamari 383,7787. Shah Faisal Town 335,8238. Korangi Town 546,5049. Landhi Town 666,74810. Bin Qasim

Town315,684

11. Malir Town 604,763 est. 2008

12. Gulshan Town 646,66213. Liaquatabad

Town649,091

14. North Nazimabad

500,000

15. Gulberg Town 453,49016. New Karachi

Town680,000

17. Orangi Town 723,69418. Baldia Town 406,16519. Karachi

Cantonment58,000 993.916 km2 (383.8

sq mi)20. Clifton

Cantonment225,000

21. Korangi Creek Cantonment

22. Faisal Cantonment

225,000

23. Malir Cantonment

300,000 42 km2 (16.2 sq mi)

24. Manora Cantonment

1. Liari Town:Lyari Town is one of the eighteen constituent towns of the city of Karachi, in the province of Sindh, Pakistan. It is the smallest town by area in the city but also the most densely populated town. It is

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bordered by the towns of SITE Town to the north across the Lyari River, Jamshed and Saddar to the east and Kiamari to the west across the main harbour of Karachi. The population of Lyari Town was estimated to be over 607,992 at the 1998 census.Lyari is also the centre of Karachi's African-descended Sheedi community.

2. Saddar Town:Saddar Town is a small densely populated town in the central part of old Karachi. The word Saddar generally means the “centre” (of a settlement) and also “head” (of a group of people or an organisation). The town is bordered by Jamshed Town and Clifton Cantonment to the east, Kiamari Town and the Arabian Sea to the south and Lyari Town to the west. The population of Saddar Town was estimated to be about 620,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

3. Jamshed Town:Jamshed Town is the largest of the towns in Karachi, Sindh, Pakistan and lies in the central part of Karachi. To the northwest is Liaquatabad Town across the Lyari River, while to the east is Gulshan Town and to the southeast is Korangi Town across the Malir River. Jamshed is bordered by Karachi Cantonment and Clifton Cantonment to the west. The population of Jamshed Town was estimated to be about 730,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras, Ismailis, etc.

4. Gadap Town:Gadap Town is a town located in the northwestern part of Karachi with the Hub River on its western limits also forming the provincial border between Sindh and Balochistan, while to the north and east are Dadu District and the Kirthar Mountains. It had a population of about 290,000 at the 1998 census, of which 97% are Muslim and include Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

5. SITE town:SITE Town is a small, densely populated town in western part of Karachi, Pakistan and is named after the Sindh Industrial Trading Estate, which forms the heart of the town. The town is bordered by

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Gadap Town to the north, Liaquatabad and North Nazimabad to the east across the Orangi Nala stream, Lyari and Saddar to the south across the Lyari River and Kiamari to the west. Also neighbouring the towns are Baldia and Orangi to the northwest. The population of SITE Town was estimated to be about 470,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajir, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

6. Kimari Town:Kiamari Town (also spelt Keamari and Kemari) is the main coastal town of Karachi, located in the central and western parts of the city, including the Port of Karachi and an extensive coastline with sandy beaches, small islands and mangrove forests. It does not include the southern island of Manora which is under cantonment administration because of the naval base located there. The town forms a large triangle with highly defined boundaries - the RCD Highway and the Lyari River forming the northeastern border, the Hub River forming the northwestern border and the Arabian Sea forming the southern border. The population of Kiamari Town was estimated to be about 380,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

7. Shah Faisal Town:The town is bordered by Malir Town to the northeast, Bin Qasim Town to the east, Korangi Town and Landhi Town to the south, and Faisal Cantonment and Malir Cantonment to the west and northwest. The Malir River forms the southern boundary of the town and the Shahrah-e-Faisal highway forms much of the northern boundary with the Jinnah International Airport at the northern end of the town. The population of Shah Faisal Town was estimated to be about 330,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

8. Korangi Town:Korangi Town is a town in the eastern parts of Karachi, Pakistan, south of the Malir River. It is bordered by Faisal Cantonment and Shah Faisal Town to the north, Bin Qasim and Landhi to the east and south, Korangi Cantonment to the southwest and Jamshed Town to the west across the Malir River. The population of Korangi Town was estimated to be about 550,000 at the 1998 census, of which 99% are

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Muslim. There are several ethnic groups including Muhajir, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

9. Landhi Town:Landhi Town is a large industrial town in the eastern part of Karachi, Pakistan. It is bordered by the Faisal Cantonment and Shah Faisal Town to the north across the Malir River, Bin Qasim Town to the south and east, and Korangi Town to the west. The population of Landhi Town was estimated to be over 660,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras, Ismailis.

10. Bin Qasim Town:Bin Qasim Town is a town located in the southeastern part of Karachi along the Arabian Sea and the Indus River delta. The town and the adjacent Port Qasim are named after Muhammad bin Qasim who conquered large parts of Pakistan in the eighth century CE. Bin Qasim is bordered by Gadap Town to the north, Thatta District and the Indus River to the east, the Arabian Sea to the south and the Malir River and the towns of Landhi, Malir, and Korangi Cantonment to the west. The town had a population of about 315,000 at the 1998 census, of which 97% are Muslim and include several ethnic groups - Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochs, Memons, Bohras and Ismailis.

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11. Malir Town:Malir Town is a small densely populated town located in the Eastern part of Karachi, Sindh, Pakistan. Malir town bordered by Jinnah International Airport, Malir Cantonment to the West and North, the Malir River and Shah Faisal Town to the South and Gadap Town to the East. The estimated population being around 400,000, at the 1998 census, of which 99% are Muslim.There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Seraikis, Pakhtuns, and Balochis.

12. Gulshan Town:Gulshan Town is one of the towns in Karachi, Sindh, Pakistan Known as Gulshan-E-Iqbal. This town was named in honor of Pakistan's national poet Allama Muhammad Iqbal. Gulshan-e-Iqbal literally translates to 'Garden of Iqbal'. The town is bordered by Gadap Town to the north, the Faisal and Malir Cantonments to the east, Jamshed Town to the southwest, and Gulberg and Liaquatabad to the west.The population of Gulshan Town was estimated to be about 650,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups in Gulshan Town including: Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochs, Memons, Bohras and Ismailis.

13. Liaquatabad Town:Liaquatabad Town is a town in the central part of Karachi, Pakistan named after Liaquat Ali Khan, the first Prime Minister of Pakistan. It is bordered by the towns of North Nazimabad to the north, Gulberg and Gulshan to the east, Jamshed to the south across the Lyari River, and SITE Town to the west across the Orangi Nala stream. The population of Liaquatabad Town was estimated to be about 650,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras, Ismailis.

14. North Nazimabad Town:North Nazimabad Town is a town in the northern part of Karachi, named as such in reference to it being north of the suburb of Nazimabad. The town is bordered by New Karachi Town to the north across the Shahrah-e-Zahid Hussain, Gulberg Town to the east across the Gujjar Nala stream, Liaquatabad Town to the south, and SITE Town to the west. The population of North Nazimabad Town was estimated to be about 500,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis,

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Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.North Nazimabad Town boasts a comparatively high literacy rate amongst other towns in Karachi, and is considered an upper middle class town of the city.

15. Gulberg Town:The population of Gulberg Town was estimated to be about 450,000 at the 2000 census. It is now estimated around 1 million people. Gulberg Town mainly consists of Muhajir habitants. Other ethnic groups include, Memons and Ismailis which are particularly business communities and known for their philanthropic deeds. The slum areas of Gulberg holds Bengalis, Punjabis, Pakhtuns and Seraikis.Apart from the socio-economic diversification, this town has the distinction of being one of the most literate middle/upper middle class parts of the city along with North Nazimabad Town.

16. New Karachi Town:New Karachi Town is a small densely populated town in the northern part of Karachi, located between the Lyari River, the Manghopir Hills and two major roads - Surjani Road to the north and Shahrah-e-Zahid Hussain to the south. To the north and west lies the town of Gadap, and to the south lie the towns of Gulberg and North Nazimabad. The population of New Karachi Town was estimated to be more than 680,000 at the 1998 census, of which 99% are Muslim. There are several ethnic groups including Muhajirs, Punjabis, Sindhis, Kashmiris, Seraikis, Pakhtuns, Balochis, Memons, Bohras and Ismailis.

17. Orangi Town:Orangi Town is a small densely populated town in the northwestern part of Karachi (Pakistan), It is bordered by New Karachi Town to the north across the Shahrah-e-Zahid Hussain, Gulberg Town to the east across the Gujjar Nala stream, Liaquatabad Town to the south, and SITE Town to the west. The population of Orangi Town was estimated to be more than 720,000 at the 1998 census. Orangi overwhelmingly comprises Bihari inhabitants whose ancestors mainly hailed from Bihar region of India. However, there are several other ethnic groups including Pakhtuns, Sindhis, Balochs, Bengalis, Punjabis, Seraikis, and other Muhajirs of different backgrounds.

18. Baldia Town:Baldia Town is a town located in the western part of Karachi, Sindh, Pakistan with a population of more than 400,000 at the 1998 census. It is

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bordered by SITE Town and Orangi to the east and by Kiamari Town to the north and west, with most of the western boundary formed by part of the RCD Highway. The population is 97% Muslim and includes several ethnic groups - Muhajirs, Punjabis, Balochs, Seraikis, Kashmiris, Pakhtuns, Sindhis, Memons, Bohras, and Ismailis.

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2. PUNJAB

Punjab is Pakistan's second largest province at 205,344 km² (79,284 Square miles) after Balochistan and is located at the eastern edge of the Iranian Plateau and the northwestern edge of the geologic Indian plate in South Asia. The provincial level-capital and main city of the Punjab is Lahore which has been the historical capital of the region. Other important cities include Multan, Faisalabad, Sialkot, Gujranwala and Rawalpindi. The province along is home to six rivers: the Indus, Beas, Sutlej, Chenab, Jhelum, Ravi. Nearly 60% of Pakistan's population lives in the Punjab. It is the nation's only province that touches Balochistan, North-West Frontier Province, Sindh and Azad Kashmir, and contains the federal enclave of the national capital city at Islamabad. This geographical position and a large multi-ethnic population strongly influence Punjab's outlook on National affairs and induces in Punjab a keen awareness of the problems of the Pakistan's other important provinces and territories. In the acronym P-A-K-I-S-T-A-N, the P is for PUNJAB.

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The province is a mainly a fertile region along the river valleys, while sparse deserts can be found near the border with India and Balochistan. The region contains the Thar and Cholistan deserts. The Indus River and its many tributaries traverse the Punjab from north to south. The landscape is amongst the most heavily irrigated on earth and canals can be found throughout the province. Weather extremes are notable from the hot and barren south to the cool hills of the north. The foothills of the Himalayas are found in the extreme north as well.

o CLIMATE

Most areas in Punjab experience fairly cool winters, often accompanied by rain. By mid-February the temperature begins to rise; springtime weather continues until mid-April, when the summer heat sets in.The onset of the southwest monsoon is anticipated to reach Punjab by May, but since the early 1970s the weather pattern has been irregular. The spring monsoon has either skipped over the area or has caused it to rain so hard that floods have resulted. June and July are oppressively hot. Although official estimates rarely place the temperature above 46°C, newspaper sources claim that it reaches 51°C and regularly carry reports about people who have succumbed to the heat. Heat records were broken in Multan in June 1993, when the mercury was reported to have risen to 54°C. In August the oppressive heat is punctuated by the rainy season, referred to as barsat, which brings relief in its wake. The hardest part of the summer is then over, but cooler weather does not come until late October.Recently the province experienced one of the coldest winters in the last 70 years. Experts are suggesting that this is due to global climate change.

o PEOPLE OF PUNJAB

Because of its strategic location in the Indian sub-continent, wave after wave of migrants poured into the area and settled on its fertile lands and today, although originally belonging to the Aryan stock, the people of Punjab are descendants of the Iranians, Turks, Afghans and Arabs who came individually or in groups.

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The people of Punjab ethnically belong to a pluralistic pattern of life. But they have a common identity. They have one common faith Islam and they proudly share its glorious traditions in their thought and conduct. In their religious sensibility, in folklore, in regional and domestic culture and in their hopes and aspirations the people have a common identity. The dialects spoken in different regions of the land have a common vocabulary and a shared heritage. The people of Punjab have also a shared spiritual experience which has been disseminated by Tassawwaf and can be witnessed on the occasion of the remembrance-fairs held on the Urs of great Sufi Saints.

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The people mutually share a living tradition of values. Their traditional hospitality and love for strangers is an obvious feature of their character and behavior. They are loving people and know the courteous way of returning love to others.

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“LAHORE” THE CAPITAL OF PUNJAB

Lying between 31°15′ and 31°45′ North latitude and 74°01′ and 74°39′ East longitude, Lahore is bounded on the north and west by the Sheikhupura District, on the east by Wagah, and on the south by Kasur District. The Ravi River flows on the northern side of Lahore. Lahore city covers a total land area of 404 km² and is still growing.The weather of Lahore is extreme during the months of May, June, and July, when the temperatures soar to 40°- 45 °C. In August, the monsoon seasons starts, with heavy rainfall throughout the province. December, January, and February are the coldest months, when temperatures can drop to -1 °C. The city’s highest maximum temperature was 48.3°C, recorded on June 6, 1921, and again on June 9, 2007. At the time the meteorological office recorded this official

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temperature in the shade, it reported a heat index in direct sunlight of 55 °C. The lowest temperature recorded in Lahore is -6.0°C

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o TOWNS OF LAHORE

Aziz Bhatti Town Ravi Town Shalimar Town Wagah Town Data Ganj Baksh Town Gulberg Town Iqbal Town Samanabad Town Nishtar Town

The behavior of Lahore people are very fashion oriented. Lahore offers a variety of activities for night-time enjoyment. There are popular shisha bars (these places offer flavored tobacco pipes commonly found in Middle Eastern nations), attractive food outlets and musical concerts and shows. Alcohol is available to foreigners who request it at certain hotels, but generally not sold in public.Lahoris are known for their exquisite taste in food, so the market has produced some of the most versatile, classy and inviting restaurants in the world. The blend of food and music at some uniquely expressive locales is truly exceptional. There are many shopping areas which remain open late into the night offering an atmosphere of lively hustle and bustle (not to mention a bargain at every corner).There are scenic parks built with a goal to promote relaxation and enjoyment of nature which are frequently visited by joggers, couples, children, students and seniors. Bagh-e-Jinah (also known as Laurence Garden) is one such place; it has a large variety of gorgeous plants, trees, long and varied pathways and creative light effects.Younger crowd is generally more attracted to shops and restaurants near Qaddafi stadium, Fortress stadium and Gulberg. Most of the food chains are also here.

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3. N.W.F.P

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o GEOGRAPHICAL IMPORTANCE

North West Frontier Province is a province of the Islamic Republic of Pakistan, located on both banks of the river Indus and stretches from the Himalayas in the north to the deserts in the south where it is bordered by the Baluchistan and Punjab provinces. On its western flank is the rugged terrain of neighboring country Afghanistan, which is accessed via the historic Khyber Pass through the mountains of the Suleiman Range. Its borders touch or are close to those of China, the Tajikistan and the disputed territory of the state of Jammu and Kashmir in the north. The capital of the province is the city of Peshawar.It covers an area of 74,521 sq. km. According to the 1998 census, the total population of N.W.F.P. was approximately 14 million out of whom 52% are males and 48% females. The density of population is 187 per sq. km and the intercensal change of population is of about 30 percent. Geographically the province could be divided into two zones: the northern one extending from the ranges of the Hindukush to the borders of Peshawar basin; and the southern one extending from Peshawar to the Derajat basin. The northern zone is cold and snowy in winters with heavy rainfall and pleasant summers with the exception of Peshawar basin which is hot in summer and cold in winter. It has moderate rainfall. The southern zone is raid with hot summers and relatively cold winters and scantly rainfall. Its climate varies from very cold (Chitral in the north) to very hot in places like D.I. Khan.

Its snow-capped peaks and lush green valleys of unusual beauty attract tourists and mountaineers from far and wide while its art and architecture no less known than the historic Khyber Pass. Once the cradle of Gandhara civilization, the area is now known for its devout Muslims who jealously guard their religion and culture and the way of life which they have been following for centuries.

The warlike Pukhtoons, who live in NWFP and the adjoining areas of Afghanistan, making them a race apart, a chosen people, and no one, has ever managed to subdue them. The Mughals, Afghans, Sikhs, British and Russians have suffered defeat at their hands. The Pukhtoons are divided into numerous sub-tribes and clans, each defending its territory and honor. In addition, the Pukhtoons serve as Pakistan's first line of defense along the Durand Line, the border drawn in 1893 by Sir Mortimer Durand, then foreign secretary of British India.

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o CLIMATE

The climate of North-West Frontier Province varies immensely for a region of its size, most of the many climate types found in Pakistan. The province stretching southwards from the Baroghil Pass in the Hindu Kush covers almost six degrees of latitude, it is mainly a mountainous region region. Dera Ismail Khan is one of the hottest places in the Indian Subcontinent while in the mountains to the north the weather is temperate in the summer and intensely cold in the winter. The air generally very dry and consequently the daily and annual range of temperature range is quite large.

Chitral DistrictThe north, comprising Chitral District, has a typically continental steppe climate, with average annual precipitation ranging from 100 mm (4 inches) per year in the far north to 585 mm (23 inches) in Drosh in the south. Most of this precipitation from frontal cloudbands during the winter and heavy thunderstorms in the spring. Of Chitral's average 420 mm (16.5 inches) of rainfall per year, 350 mm (13.8 inches) falls from December to May.At high elevations in the Hindukush, snowfall can be much heavier than this and consequently large glaciers are a prominent feature of the landscape. Snow also cuts off even Chitral town from the outside world for most of the year. Temperatures in the valleys vary from 40 °C (105 °F) in July to as low as -10 °C (15 °F) in January. In the previous few years flood have created problems in Mastuj tehsil.

Dir, Swat and HazaraFurther south, in the districts of Dir, Swat and Hazara, the climate becomes more typical of the Indian subcontinent, although a considerable proportion of the annual precipitation still comes from frontal cloudbands during the winter months.The combination of a short but powerful (owing to orography) summer monsoon with frequent winter cloudbands gives a bimodal rainfall regime in central parts of NWFP. Dir and Hazara districts are some of the wettest places in Pakistan: annual rainfall at Dir averages 1475 mm (58 inches), of which 400 mm (15.75 inches) falls during the summer monsoon from July to September and twice that amount during the winter rainy season from December to April.At Abbottabad further east, the annual rainfall averages about 1195 mm (47 inches), but as much as 635 mm (25 inches) falls during the south-west monsoon. In Swat, rather more sheltered the annual rainfall averages around 840 mm (33 inches), with about 430 mm (17 inches) expected between June and September. A similar climate to that of Dir, though drier, prevails in a small area around Parachinar in the Federally Administered Tribal Areas.

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In all areas October and November are the driest months with rainfalls generally under 30 mm (1.2 inches) per month except in the most exposed areas.Temperatures in this region are somewhat warmer than in Chitral, and even at 1,200 metres (3,900 ft) in Abbottabad the heat and humidity can be oppressive during the monsoon season. In winter, most of Swat receives significant snowfall, but in Hazara temperatures usually are around 5 °C (41 °F).

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Southern North-West Frontier ProvinceThis region, south of the Himalaya/Hindukush foothills, has the typically hot and dry climate of much of Pakistan. Temperatures in summer are quite oppressively hot, and in the south around Mardan temperatures of 45 °C (113 °F) are not uncommon, whilst in Peshawar 40 °C (104 °F) is par for the course in summer.In winter, however, this region is both warmer and generally drier than the rest of NWFP, with temperatures being around 17 °C (62 °F) in Peshawar and over 20 °C (68 °F) in the extreme south of the province. Nights, however, can still be quite cold during the winter.Southern NWFP experiences little (and very erratic) monsoonal rain, with Peshawar and Dera Ismail Khan both averaging around 115 mm (4.5 inches) of rain in July and August and almost nothing in June or September. Moreover, in many years no summer rain of significance occurs.In winter, rainfall usually peaks in March but Peshawar averages less than 250mm (10 inches) between December and May and Dera Ismail Khan less than 115 mm (4.5 inches). On certain mountain slopes such as around Kohat, winter rainfall may predominate, though this is unpredictable.

o CONSUMER BEHAVIOR

Around 68 per cent of the households in NWFP are Pukhtu speaking, eighteen per cent are Hindko speaking while Seraiki is the mother tongue of four per cent. Around eight per cent of households speak local languages, such as Kohwar in Chitral district, while Urdu and Punjabi speaking migrants account for only two per cent of the householdsPukhtoon Society

The Pukhtoon society comprises both the people of the tribal areas and the settled districts of NWFP. The tribal society has been the focus of many studies as it has kept alive the true Pukhtoon ethos. The Pukhtoon of the settled districts have however been subject to external influence and have moderated some of the more traditional aspects of their culture and customs. The Yousafzai, Muhammadzai and Khalil tribes belong to the settled districts and have limited links in the tribal areas. All other Pukhtoon tribes of the settled districts have extensive affections and consanguninal ties with the tribal Pukhtoons.An attractive feature of the Pukhtun way of life is the joint family system, which signifies their deep love for the family's solidarity and welfare. The desire for communal life emanates from a consideration

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of economic security and integrity. All the family members, even the married sons, live jointly in a house large enough to separately accommodate each married couple under the authority of the father who as head of the family, manages the family affairs and exercises an immense influence in his own domain.

All the earning hands of the family, married as well as unmarried, contribute their share of income to the common pool of resources. All expenses on food, clothing, education, health, birth, marriages and deaths are defrayed from the common fund. The mantle of authority falls on the eldest son's shoulders after the death of the father or when old age renders him unable to discharge his functions. The internal management of the household rests with the mother who exercises her authority within her own sphere of influence. The joint family system, however, is gradually giving way to individualistic trends under the impact of modern influence. It is losing its hold, particularly in educated classes and well off sections.

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4. BALOCHISTAN

Balochistan, the largest of the four provinces of Pakistan, spreads over an area of 347,190 Sq, Kms., forming 43.6 per cent of the total area of Pakistan. It has clustered population and is smallest in proportion as compared to that of other provinces. Its population, according to 1998 census, is around 8 million, having a low density per square kilometer. Physically, Balochistan is an extensive plateau of rough terrain divided into basins by ranges of sufficient heights and ruggedness. Broadly, Balochistan geographic area can be divided in to four distinct zones: Upper high lands, lower high lands, plains, and deserts.

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o CLIMATE

The climate of the upper highlands is characterized by very cold winters and warm summers. Winters of the lower highlands vary from extremely cold in the northern districts to mild conditions closer to the Makran coast. Summers are hot and dry. The arid zones of Chaghi and Kharan districts are extremely hot in summer. The plain areas are also very hot in summer with temperatures rising as high as 120 degrees F (50 degrees C). Winters are mild on the plains with the temperature, never falling below the freezing point. The desert climate is characterized by hot and very arid conditions. Occasionally strong windstorms make these areas very inhospitable.

o DEMOGRAPHICS

Balochistan has a population of around 10 million inhabitants. Overall, the Baloch and Brohi tribes comprise 62% of the province's population. The rest are mainly Pashtuns, Hazaras and Sindhis. Baloch are concentrated in the sparsely populated north-west, west, east and south; Brohis in the centre of the province, while the Pashtuns are the majority in the north. Quetta, the capital of the province, has a Hazara, Pashtun majority with Baloch, and Punjabi minorities. Near the Kalat region and other parts of the province there are significant numbers of Brahui speakers. Along the coast various Makrani Balochis predominate. In addition, 769,000 Afghan refugees can be found in the province including Pashtuns and Tajiks. Many Sindhi farmers have also moved to the more arable lands in the east. There are also a growing number of other(s) ethnic groups consisting of Kurdish, Panjabi, Mohajir and Iranians who have made Balochistan their home in recent decades.

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CONCLUSION

The vision for any business or initiative is always associated with profit and growth. To enhance the possibilities of both these much desired end results, the approach has to be segment specific and focused on the targeted market. According to the volume of business and the target market, it becomes necessary to identify specific zones and market requirements. The division, on the basis of geographical units is referred to as geographic segmentation. 

Geographical segmentation is very beneficial to any business. It helps the marketing team to identify and segregate the market into units on the basis of:- language- climatic conditions- lifestyles

This in turn helps the team to deal with the requirements of that segment and improve upon the product or service on the basis of the commonality identified. For example, a region or unit identified on the basis of common climatic conditions could be served better and well in time, to cope with the climate related requirement of the product or service. In addition, the product or service could be improvised to increase sales. Geographic segmentation also helps the company to focus on creating a team for every specific unit. This would ensure a focused approach and while sales are being enhanced, the future market demands could be anticipated in advance, which would in turn eliminate competition.

Geographic segmentation is a concept that is widely used in modern day business world when you are talking about marketing or launching new products or defining a customer base.

For example people living in a city, they face almost similar problems everyday, they are part of similar occasions, celebrations, events. So this influences the characteristics to reflect in a similar pattern.

Lets say another example to learn deeply, people in a country, they show some similar characteristics, they speak same language, the religion might be similar, they might wear specific design and quality of cloths, and they might have similar likes and dislikes. They might show attraction towards some specific food or taste, they ideological sense can be similar to some extent because of living in a specific region.

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Apart from segmenting on the bases of nature of people, we can segment areas based on the specific characteristics of that area, example is jungles, rain forests, mountains, sea, or a group of islands.

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