Coca Cola segments the market based on geography, demographics, psychographics, and behavior. Geographically, they focus on urban, sub-urban, and rural areas. Demographically, their targets are students, professionals, and employees aged 10 to 40 from average to high income families and occupations. Psychographically, their targets are working middle and upper class with explorer, aspirer, and succeeder lifestyles. Behaviorally, they target hard core and soft core loyal users, both first time and regular, who seek refreshment, satisfaction, and enjoyment of taste when spending time with others.