ABSTRACT
One of the main marketing principles is the concept of segmentation and the segmentation strategies companies must follow. Efficient and effective companies encourage people to choose their products or services because the companies adapt to their customers and offer what they need. The traditional variables are gender, age, build, purchasing power, and variables that depend on tangible characteristics of the individual. There are psychological values, such as lifestyle or the attitude towards a product, that are more difficult to measure, although useful for some offers. Functional limitations include restricted ranges of body movement, sight, hearing or balance problems, as well as limited reasoning abilities or difficulties understanding the environment where we manage our lives. In the United States, for instance, only 20 per cent of homes are inhabited by what might be considered a typical family structure, with a father, mother and biological children.
