If you're going to target consumers, think about the variables that would help you divide the market into segments you can reach and influence through marketing. The segmentation variables you choose should relate to customers’ need for, uses of, or behavior toward your product. As an example, if you're marketing a sturdy baby stroller, you would use demographic variables such as family life cycle (new parents might need strollers) and behavioristic variables such as benefit expectations (expecting a stroller to be of high quality and sturdy enough to last). Write one paragraph about the variables you will use for segmentation, and why they're appropriate for your market and product.