Adidas is currently trying to decide if segmentation based on demographics or psychographics makes the most sense. In which step of the segmentation process are they?
A) Define the broad market
B) Narrow the market
C) Select general variable category(ies) for segmentation
D) Choose specific segmentation variables within a selected category

Question

Quizplus · Accepted Answer

Adidas is in the step of selecting general variable categories for segmentation, such as demographics (age, gender, income, etc.) or psychographics (lifestyle, values, attitudes, etc.). This step involves deciding on the broad approach to segmenting the market before moving on to more specific variables within those categories.

Adidas Is Currently Trying to Decide If Segmentation Based on Demographics