Final answer:
Demographic variables are popular for segmenting customer groups because they are easier to measure. This includes data like age, gender, and education, which are quantifiable and regularly collected through official channels like censuses.
Step-by-step explanation:
Demographic variables are the most popular bases for segmenting customer groups because they are easier to measure. This is because demographic data, such as age, gender, education level, and income, are routinely collected through means such as registries, censuses, and surveys. These data are quantifiable and can readily be analyzed to create specific customer segments. Additionally, demographic information is relatively straightforward to obtain, either because the customers willingly provide it or it can be inferred from other available data.
Using demographic segmentation allows marketers to tailor their strategies according to the shared characteristics of a group. For example, different marketing approaches would be employed for millennials as compared to baby boomers, based on their unique demographic profiles and the understanding that these groups may have different preferences and needs.