Whole Foods is a high-end grocery store that targets high-income, educated, city-dwellers, who are health conscious consumers. The company uses combination of income variable of the demographic segmentation to appeal to the high-income customers, and the lifestyle variables of the psychographic segmentation to appeal to high-income, educated and health conscious consumers. The income variable is a popular demographic variable because income level influences consumers’ wants and determines their buying power. Lifestyle segmentation divides people into groups according to the way they spend their time, the importance of the things around them, their beliefs, and socioeconomic characteristics such as income and education. Also with the regional