When segmenting markets, why can't managers simply choose one or two demographic characteristics around which to define their target group?
A) It puts marketers at risk of discrimination lawsuits.
B) Customer behavior is too complex to be explained in terms of just one or two demographic characteristics.
C) Demographic characteristics do not influence buying behaviors.
D) It will fail to produce a homogeneous group.
E) Market segments must be based on three or more dimensions to be valid.

Question

Quizplus · Accepted Answer

Customer behavior is too complex to be explained in terms of just one or two demographic characteristics. Buying behavior is also influenced by factors such as psychographics, geographic location, lifestyle, and consumer attitudes. Therefore, market segments must be based on multiple dimensions to accurately capture the characteristics and behaviors of a specific target audience.

When Segmenting Markets, Why Can't Managers Simply Choose One or Two