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Marketing,” 2010) Segmentation is critical for businesses because it helps them identify segments of the population that buy their products. Typically, these segments are relatively homogenous groups of people. Identifiers may include geographic location. For Reese’s products, this might be important because Reese’s products are sold in more than 90 countries (The Hershey Company, 2011). Therefore, (“Marketing,” 2010) regional segments and their characteristics would include the climate, population density and growth rate. If Reese’s chooses demographic segments for analysis, groups would have similar education, ethnicity, income, gender and/or family status. Psychographic segments are comprised of people with the same sets of values, attitudes, and lifestyles (2010). Behavioral segmentation focuses on consumption patterns, brand or customer loyalty, price sensitivity and the motivation for consumption and benefit  Marketing,” 2010) Segmentation is critical for businesses because it helps them identify segments of the population that buy their products. Typically, these segments are relatively homogenous groups of people. Identifiers may include geographic location. For Reese’s products, this might be important because Reese’s products are sold in more than 90 countries (The Hershey Company, 2011). Therefore, (“Marketing,” 2010) regional segments and their characteristics would include the climate, population density and growth rate. If Reese’s chooses demographic segments for analysis, groups would have similar education, ethnicity, income, gender and/or family status. Psychographic segments are comprised of people with the same sets of values, attitudes, and lifestyles (2010). Behavioral segmentation focuses on consumption patterns, brand or customer loyalty, price sensitivity and the motivation for consumption and benefit