Final answer:
Marketers target lower-income segments to capitalize on their larger market base and price sensitivity, resulting in increased volume sales and potentially higher profits while promoting economic equity and access.
Step-by-step explanation:
Although it may seem logical to target higher-income consumers, many marketers choose to target lower-income segments because these consumers represent a larger market base, which can lead to increased volume sales. Additionally, they are more price-sensitive, which means they are more inclined to seek out and remain loyal to brands that offer better or less expensive products. By offering products that are affordable and valuable to this demographic, businesses can secure a consistent customer base, leading to economies of scale and potentially higher profits in the long run. At the same time, providing lower-priced goods to lower-income consumers contributes to greater economic equity and access. Moreover, this strategy can boost employee income as businesses expand, and in the wider perspective, can contribute to national economic growth as consumption levels rise.