As an owner of a Wendy's fast-food restaurant located near a large urban university, you need to analyze your customers and determine which segmentation base and its associated variables you will use to segment your target market. Which segmentation base and associated variables should you use?
A) psychographic: VALS and personality
B) demographic: gender and age
C) behavioral: students and nonstudents
D) geographic: city size and zip code
E) transportation mode: car, bike, public transportation, and none (walking)

Question

Quizplus · Accepted Answer

The behavioral segmentation base focusing on students and nonstudents is most relevant for a fast-food restaurant near a university, as it directly relates to the primary customer groups in that area.

As an Owner of a Wendy's Fast-Food Restaurant Located near a Large