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The idea of ​​segmentation of markets is assumed by the different needs and desires between individuals, ie there are different markets (or sectors) and each market (sector) includes individuals who share needs and desires, so this division should be taken into account in the preparation of marketing programs and strategies by the institutions in order to Market segmentation helps to guide and focus marketing efforts and prepare and design appropriate programs for each sector according to its characteristics, importance and degree of competition in order to achieve the objective or set of objectives set by the institution. There are many variables that can be used to segment consumer and business markets and the marketer should try different retail variables on their own. These variables include: - Geographical variables: Segmentation of the market into different geographical units such as nations, regions, states, states, cities or regions. Demographic variables: Demographic segmentation divides the market. Population variables are the most commonly used segmentation of the market for two reasons: the average needs and desires of consumers usually vary with different population variables. Ease of measuring population variables Psychological variables: market segmentation Behavioral variables: dividing the market into groups based on their knowledge, attitudes and use of the product after evaluating different market segments. It fits your target to enter and specify the target market (Target Market), which defines a group of buyers who participate in the needs of the properties or joint, which the company decides to Tkhaddmhaimkn target marketing at several different levels:Undifferentiated Mass Marketing A strategy to cover the market in which the company decides to neglect the differences of the market segments and targets the market with only one offer (the strategy of prolific marketing). Of subscribers

In an increasingly globalized world, dependent on information technology, distribution companies are searching for new marketing models meant to enrich the consumer’s experience. Therefore, the evolution of new technologies, the changes in the consumer’s behaviour are the main factors that determine changes in the business model in the distribution field. The following article presents different forms of distribution, focusing on the omnichannel strategy. In the last part of the paper, the authors analyse the Romanian retail market, namely, the evolution of the market, its key competitors and the new distribution models adopted by retaileres in our country.

A long period of time investors were interested in the Bucharest market, butthe need for investment in the rest of the country, coupled with the highpotential markets present there, resulted in increasingly more investorsinterested in Romania, switching to provincial cities. The applicationpresented in this paper involves clients of several types of retail storespresent in the commercial area of Cluj-Napoca. The results obtained in thestudy, through the multinomial logit model, show different aspects of theclient’s behaviour from the Romanian retail market.

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