Market segmentation must be done carefully, as a group of people may share an age category, income level, or some other segmentation variable, but their spending habits may be quite different.

Question

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Market segmentation variables are only the starting point for market segmentation. It's important to conduct further research and analysis to understand subgroups within each segment and tailor marketing strategies accordingly. Simply grouping people based on broad variables like age or income level may overlook important differences in behaviors and preferences.

Market Segmentation Must Be Done Carefully, as a Group of People