Market segmentation involves dividing a broad target market into subsets of consumers who have common needs, interests, and priorities. It allows companies to design marketing strategies targeted to specific segments. There are several bases for market segmentation, including demographic segmentation based on variables like age, gender, income, geographic segmentation based on location, and psychographic segmentation based on lifestyle and personality traits. Behavioral segmentation divides the market according to customer behaviors related to benefits sought, brand loyalty, purchase volume, and other factors. Market segmentation improves marketing effectiveness and helps companies meet customer expectations.