Figure 9-6
-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 variable(s)you will use to segment your target market.Which segmentation base and associated variable (s)should you use?

Question

Quizplus · Accepted Answer

Since the restaurant is located near a large urban university, the best segmentation base would be behavioral segmentation with the variable being students and nonstudents. This will allow the restaurant to understand the needs and wants of the primary customer base in the area and tailor its marketing strategy accordingly. Demographic or geographic segmentation would not adequately capture the unique characteristics of the university population, while psychographic and transportation mode segmentation are less relevant in this context.

Figure 9-6 -An Owner of a Wendy's Fast-Food Restaurant Located near a near a Large