

- Geographics: Tolu may focus on a particular region, city or state. Assuming she focuses on customers in Victoria Island (VI), she must direct her marketing efforts to reach the residents of VI. This includes creating distribution channels in VI, packaging her products to suit her customer’s tastes and lifestyle.
- Demographics: Does Tolu want to focus on mostly female customers, between ages 18 and 29? Or does she want to focus on adults with 2 – 4 children. Segmenting by demography involves grouping your customers based on age, gender, religion, education, marital status, income, and household size.
- Psychographics: Tolu may base her segmentation on attributes such as beliefs, attitudes, behaviours and values.
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