Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.
A) geographic
B) psychographic
C) universal
D) demographic
E) behavioral

Question

Quizplus · Accepted Answer

Harry's segments the market based on the age and income of its customers, which are demographic variables. Affluent, middle-aged men and young, up-and-coming professionals are both demographic groups. Geographic variables pertain to where customers are located; psychographic variables pertain to their attitudes, interests, and lifestyles; universal variables don't exist; and behavioral variables pertain to how customers interact with products, not their demographics.

Harry's Caters to the Clothing Needs of Men, Manufacturing Two