Market Segmentation Criteria

Even McDonald's, which has one of the most recognizable brands in the fast food industry, cannot satisfy every customer's need related to food. However, the company has a strong customer base that consists of different types of consumers. Needs are different for each of these consumers and McDonald's certainly realizes it cannot meet the needs of these various groups by marketing to them in the same way.
The U.S. Department of Agriculture (USDA) conducted a dietary survey in the United States in the late ninety's regarding the consumption of fast food. …