The factors which are be used to segment a market are the segmentation variables. Common variables include demographic, geographic, psychographics and behavioural considerations.
|Demographic||Quantifiable population characteristics, such as age, gender, income, education, family situation.||e.g University Educated, 20-25 year old, Males|
|Geographic||The physical location or region.||e.g Living in New York City|
|Psychographics||Lifestyle, social or personality characteristics.||e.g Self assured, confident|
|Behavioural||The needs and wants of the customer in relation to the product, including expectations and attitudes.||e.g Social Activity|