Universal Concerts is planning on bringing a series of concerts to Canada next year. In order for its concerts to be a success, it needs to know that Western Canadians like country music and that a country music event in Eastern Canada is much more likely to have empty seats. This consumer behaviour requires Universal Concerts to segment its Canadian market according to:
A)geographic and psychographic characteristics.
B)lifestyle and demographic characteristics.
C)usage rate and demographic characteristics.
D)demographic characteristics.

Question

Quizplus · Accepted Answer

The segmentation mentioned in the scenario is based on geographic characteristics (Western Canada vs. Eastern Canada) and potentially psychographic characteristics (preference for country music). This suggests that geographic and psychographic segmentation would be the most appropriate approach for Universal Concerts in Canada. The other options (B, C, and D) do not fully capture these factors.

Universal Concerts Is Planning on Bringing a Series of Concerts