Know-How Exchange : Student Questions

You likely don't want to segment on product attributes, but on market attributes. You want to chose something to segment by so that you can tell who the end user of the product is. An attribute of a product doesn't doing that, but looking at who would use that attribute and why does.

For example, having one detergent works well in hard water (water with a lot of minerals) and another in soft water isn't an appropriate market segmentation - you would want to segment the consumers based on the hardness of their water.