Market segmentation is the process of dividing a market into distinct groups that share common characteristics relevant to marketing. There are four main types of market segmentation: geographic, demographic, psychographic, and behavioral. By dividing consumers into these categories, companies can tailor their products, pricing, placement, and promotion to specific segments in order to appeal to them more effectively and increase sales. For example, a company may develop different marketing strategies for segments divided by age, income level, location, or other distinguishing factors.