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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 | |
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