The prevailing perception among many marketers is that all buyers of your product or service are alike.  Hence they typically focus on age or income or other basic segmenting factors.  The fact is that there are regional influences and behaviors that clearly earn a place in differentiating those that will buy from those that don’t.  For example, in some recent models I’ve built, there were buyers from both urban and rural areas.  The rural buyers tended to like Gardening and Fishing.  If we were to apply that natioanlly - without regional geographical recognition - we would erroneously use those attributes for targeting purposes. We would completely miss densely populated areas that likely do not offer Fishing and Gardening opportunities.  Clearly, the opportunities offered in an urban setting attract a certain market segment whereas the opportunities offered in a rural setting offer different opportunites. 

Recognizing these important regional differences will increase the probability of a purchase.