Market segmentation is an integral part of marketing researches and widely used in different spheres. Nevertheless a theoretical base of this marketing direction has no certainty so far, what causes contradictions in the process of marketing researches and decreases their effectiveness. The research is to analyze current approaches to the definition of the term “macrosegmentation” and problems which arise while using it. The result of this research is to define the term “macrosegmentation” which is topical for consumer markets. A developed during the researches conception of macrosegmentation owns not only the whole range of theoretical and practical advantages but also permits to create an effective classification of segmentation features.
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