Which of the following is NOT a segmentation criterion?

Segmentation criteria are the characteristics or factors used to divide a market into distinct groups of consumers who have similar needs or behaviors. Demographics (such as age, gender, income), geographics (such as location), and psychographics (which encompass lifestyle and personality traits) are all standard criteria used for market segmentation. These factors help marketers identify and target specific groups with tailored messages or products.

Profitability, while an important aspect of marketing strategy and decision-making, does not serve as a segmentation criterion. Instead, profitability may be considered in evaluating the effectiveness of the marketing efforts directed toward those segments after they have been established. Thus, it does not function as a basis for dividing the market itself, making it an incorrect choice as a segmentation criterion.