Age is a commonly used method of segmentation. Age alone, however, may be dangerous because ________.
A) grouping older customers into one group is an approach that fails to consider the vast differences in other important variables
B) chronological age and psychological age are the same
C) older consumers exhibit very little differences from person to person on things such as income, mobility, and work status
D) this approach ignores chronological age
E) this approach presumes irregularity of consumer needs and wants by age

Question

Quizplus · Accepted Answer

Age alone does not account for other important variables such as income, mobility, work status, personal preferences, and lifestyle. Grouping all older customers into one segment disregards the diversity within the age group, and assumes that all consumers aged 50 and above have similar needs, wants, and behaviors. In reality, there are vast individual differences among older consumers in terms of health, wealth, social engagement, family status, and cultural background that need to be considered to develop effective marketing strategies. Thus, segmenting consumers solely based on age may result in oversimplification and stereotyping, leading to ineffective or even offensive marketing efforts.

Age Is a Commonly Used Method of Segmentation