Procter & Gamble Co.(P & G) decided to skip a generation of consumers when it began to market Old Spice deodorant.The target market is men aged 18 to 34, 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)regional
B)demographic
C)lifestyle
D)geographic
E)psychographic

Question

Quizplus · Accepted Answer

The segmentation variable used by P & G is demographic, as they are targeting men aged 18-34 who do not remember the Old Spice brand being sold to their grandfathers.