To gain a thorough understanding of segmentation variables, lets use the example of a restaurant to design a target market for a new retail operation.

What kinds of retail stores do you wish were available here? What kinds of restaurants or retail outlets have you seen in other places that might work here?  Think of successful operations that are not available locally.

Is the market large enough or the segment profitable enough to support your choice of retail operations? Be brief, for example open an upscale restaurant and bar that serves dinners ($7–$12) and drinks, located on the corner of University Avenue and First Street.

Look carefully at each variable to determine if it will help develop a better marketing mix to meet customer needs. Why would people go to your store? (Motives) and What are they really buying at your store besides the product? (Benefits).