Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables.
A) demographic
B) psychographic
C) universal
D) geographic
E) behavioral

Question

Quizplus · Accepted Answer

The description of Lilly's target market as lower-income consumer groups suggests that the segmentation is based on demographic variables such as income level, occupation, education, and family size. Demographic variables are commonly used for segmenting consumer markets based on quantifiable characteristics of the population.

Lilly's, a Furniture Retailer, Sells Low-End Furniture and Accent Pieces