age and lifestyle, geography and gender. Dibb, S, et al (2005). Companies can choose one or more variables, as Appendix I shows, segmentation can be grouped into four categories: demographic, geographic, psychographic and behavioral. Demographers study aggregate population characteristics such as age and sex distribution, fertility rates, migration patterns, and mortality rates. Marketers rely on these demographic characteristics because they are often closely tied to customer needs and purchasing behavior and can also be measured. Dibb, S, et al (2005). For example, Tesco has two market segments, the first is customers who seek value and the second is customers who seek quality. Tesco (2014). Geographic segmentation groups people based on zip code areas and census data. Dibb, S, et al (2005). Tesco will have to take into account the different languages ​​spoken when labeling goods. Tesco has opened Metro and Express stores to make it easier for customers to shop. (http://stores.tesco-careers.com/). Marketers sometimes use psychographic variables such as personality characteristics, motivations, and lifestyles to segment markets. Dibb, S, et al (2005). Tesco uses age and gender segmentation to offer different products and uses different marketing approaches for different age and gender groups. Tesco (2014). A program called the Value and Lifestyle Program (VALS) at the Stanford Research Institute interviews consumers to select groups with identifiable values ​​and lifestyles. VALS initially identified three broad consumer groups, which are outward-directed, inward-directed, and need-driven consumers. Behavioral segmentation means dividing the market into groups based on consumer behavior towards products. Purchasing behavior can be a useful way to distinguish between customer groups, giving marketers insight into the most appropriate marketing mix. For example, brand loyalty