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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 09
o Segmentation Variable 12

4. Geographical segmentation in accordance to


Province of Pakistan 13

o Sindh 14
o Punjab 25
o N.W.F.P 30
o 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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o Religions:

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 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.

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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.

• 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 distinguishing customer groups. One reason is
that consumer wants, preferences, and usage rates are often associated with

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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 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 Data
Variables

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 Positive
product

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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
Lahore, Multan, Faisalabad, Rawalpindi,
Punjab Lahore Gujranwala, Deri Ghazi Khan,
Bahawalpur, Sargodha
North West
Peshawar, Kohat, Dera Ismail Khan,
Fornier
Peshawar Malakand, Hazara, Tribal Areas
Province
(autonomous)
(NWFP)
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
Gilgit Gilgit, Skardu, Ghizar, Diamar, Ghanche
areas
Azad Muzzafarabad, Mirpur, Kotli, Bagh,
Muzzafarabad
Kashmir Poonch

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1. SINDH

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Total Population 30, 439,893
Population Density (persons per sq.km) 212.8
Population growth rate 2.8 %
Number of people per household 6.0
Persons per room 3.33
Life expectancy (1996) 55.4
Literacy Rate 45.29%
Per Capita Monthly Income Rs.1, 036
Urban 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* 87
Total cultivated area (ha)(1999-2000) 5,699
Total cropped area (ha.) 3,885
Fish catch Marine (in ‘000’m tons) 295.65
Forest 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

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

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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
Population
(million) 2005 Growth rate
1998
(estimated) (%)

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%

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KARACHI- The capital of Sindh

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.

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Climate:
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- Highest maximum Lowest minimum (°C)


2002) (°C)
Jan 32.8 5.0
Feb 33.5 6.3
Mar 34.0 7.0
Apr 34.4 12.2
May 40.8 17.7
Jun 39.0 22.1
Jul 33.2 22.2
Aug 33.7 20.0
Sep 36.8 18.0
Oct 40.1 10.0
Nov 32.5 6.1
Dec 31.5 5.3
Annual 34.1 12.7

Economy
Karachi 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.

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

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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 Area
1. Lyari 607,992
2. Saddar 616,151
3. Jamshed 733,821
4. Gadap 289,564
5. SITE 467,560
6. Kiamari 383,778
7. Shah Faisal Town 335,823
8. Korangi Town 546,504
9. Landhi Town 666,748
10. Bin Qasim Town 315,684
11. Malir Town 604,763 est. 2008
12. Gulshan Town 646,662
13. Liaquatabad Town 649,091
14. North Nazimabad 500,000
15. Gulberg Town 453,490
16. New Karachi Town 680,000
17. Orangi Town 723,694
18. Baldia Town 406,165
19. Karachi Cantonment 58,000 993.916 km2 (383.8 sq
mi)
20.Clifton Cantonment 225,000
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 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

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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 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

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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 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, 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.

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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 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.
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

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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.

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

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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.

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
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

31
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.

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

32
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 District
The 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 Hazara


Further 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.
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 Province
This 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 households
Pukhtoon 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 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,

34
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.

36
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.

37
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.

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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