 Back at the grocery store, Ellen points out a couple of the main strategies here. Now, one traditional time-honored way to divide up the market is by customer type. This is pretty obvious, right? Families will prefer larger jars of peanut butter. People living alone want smaller jars. But these days, companies have taken it a step further. They've realized that it's not just about who is buying your product, but how they are using it. The same customer might want something different depending on the occasion, depending on the scenario.