Sebastian plans to open a restaurant but he is unsure about how to attract customers. He hires a consumer researcher to analyze and find his target market. The researcher's analysis reveals that the planned location of the restaurant is in a highly Hispanic locality. He advises Sebastian to have a theme influenced by the Hispanic culture in his restaurant as well as when he prepares marketing strategies for the restaurant. In the given scenario, which of the following demographic variables has the researcher identified?

Question

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The researcher has identified ethnicity as the demographic variable. They have analyzed the locality and found that it is highly Hispanic, thus indicating that this particular ethnic group could be the target market for the restaurant.

Sebastian Plans to Open a Restaurant but He Is Unsure