To be able to determine a segmentation can be done by adjusting the conditions that are most relevant. Consumers have a difference in so many ways and each has the potential to form a segment, but in reality not all of these variables would be beneficial to all situations. As an example for the corresponding consumer markets are demographic variables, geographic, socioeconomic, psycho graphics. Each of these variables can be used to determine the segmentation, but must be chosen carefully to fit the product to be researched segmentation and tailored to the most relevant conditions.
Some researchers tried to form a segment with the observed characteristics of the consumer. Usually used are the characteristics of geographic, demographic, and psycho graphic. Geographic segmentation divides the market into geographic units as diverse as country, state, province, city, or the environment. Demographic segmentation is divided into groups based on demographic variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. While psycho graphic segmentation divides the different groups under the social class, lifestyle, and / or personality.