Today, segmentation is a crucial marketing strategy for nearly all successful organizations. Market segmentation is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. The target market of Canon's photography products can be divided into two major segments; Demographic segmentation & Psycographic segmentation. Individuals and families using photography to illustrate & capture their important moments are grouped under Demographic segmentation; it uses the common bases of age, gender, income, ethnic background, and family life cycle. Professional photographers and highly-skilled amateurs are grouped under Psyocographic segmentation; I think so because its basis follows the following variables: Personality, Motives, Lifestyles, and Geodemographics.