Today herbaceous medicines consumption is growing around the world. People demand these product for disease prevention, cure, and also prosperous of health and beauty advantages. In this situation with positive changes in people attitude about advantages of these products it seems this market is very profitable, so it is very important for introducers and sellers to understand herbaceous medicines market segments then determine best target market and design appropriate marketing mix to satisfy customer demands. For this reason, identify consumer segments based on their attitudes about herbaceous medicines seems very important. Also this study shows whether there are differences among these consumer segments in terms of their value and life style, health orientation and degree of knowledge about herbaceous medicines. In this study used statistical method to segment herbaceous medicines market in Tehran, So 26 indexes cognition and then 3 main factor explorers about these indexes. A total of 295 consumers were surveyed at stores and herbaceous medicines stores in different areas of this city. The segment analysis performed indicates that there ate three segment based on consumer attitudes include: Positive, indifferent and negative. The results indicate that the consumer segment with different attitude exhibits different levels of health orientation, perceived value and perceived effectiveness in compared with other segments.
