Procter & Gamble (P&G) decided to skip a generation of consumers when it began to market Old Spice deodorant. The target market consists of men aged 18 to 34 years old (Generation Y) who don't remember the Old Spice brand sold to their grandfathers many years ago. P&G is using which type of segmentation variable?
A) behavioral
B) demographic
C) lifestyle
D) geographic
E) psychographic

Question

Quizplus · Accepted Answer

P&G is targeting a specific age group (18 to 34 years old), which is a demographic segmentation variable.

Procter & Gamble (P&G) Decided to Skip a Generation of Consumers