Dividing a diverse market into groups of customers who share similar traits or characteristics is the process known as:

Market segmentation

Explanation:

Market segmentation is the process of dividing a market of potential customers into groups, or segments, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations. A market segment is a group of people who share one or more common characteristics, lumped together for marketing purposes.