The concept of market segmentation was already introduced into scientific studies on marketing in the mid-1950s. It refers to the idea that different product preferences lead to a division of the heterogeneous overall market into several homogeneous sub-markets. Homogeneity indicates that consumers within a segment do not differ significantly in their consumption behavior. The most widely used approach is sociographic market segmentation, where the characteristics are only partially relevant to purchasing behavior. Therefore, these sociodemographic characteristics were soon supplemented with microgeographic features; this led to microgeographic market segmentation, which the author discusses in detail. A crucial issue, in addition to selecting appropriate segmentation criteria, is all.