This final paper begins with the introductory part with new world trends such as accelerated globalization, advances in science and technology. After the introduction, the area of market research is discussed, where basic concepts such as what is a market, what are supply and demand are explained and then there is a more detailed approach to the concept of market research and the way of implementation of marketing processes. This is followed by market research methods, which are divided into the historical method, the observation method, the test method and the experimental method. All of these methods are explained in detail and they talk about their advantages and disadvantages. After the market research methods, the third chapter analyzes the theoretical approach to market segmentation and explains the main three marketing strategies for entering the market. It is explained that market segmentation represents the division of a heterogeneous market into smaller parts that are more homogeneous for easier further analysis. The segmentation itself is divided into five parts and those are demography, geography, economics, culture, and consumer psychological behavior. From marketing strategies there are three major and these are leadership at low cost, product differentiation and strategy of focusing. After the theoretical part comes the practical part, which is market segmentation on the example of potential real estate buyers in the Republic of Croatia. The segmentation itself is carried out in the way it is explained in the theoretical part through five different criteria. Through this analysis, different insights are gained, both good and bad. The bad ones are the aging population and the displacement of rural areas, also poor economic situation and the good things are richness in natural diversity and a high degree of religiosity. In the end, everything ends with a discussion of this work and the concluding part.