Question

Two demographic variables used when segmenting consumer markets are segmenting by age and segmenting by stage in the life cycle.

Which of the following situations does not illustrate segmenting by age?

a. Flat-pack furniture is marketed as inexpensive and easily portable.
b. A car is marketed with the tag "For their first car, pick a brand first in safety ratings."
c. Breakfast cereal is marketed as being high in antioxidants, which have antiaging properties.
d. A miniature version of a well-known bicycle is marketed with three wheels.

Answer 1

Option a (flat-pack furniture marketed as inexpensive and easily portable) does not illustrate segmenting by age because it does not specify an age group.

Step-by-step explanation:

Segmenting by age involves tailoring products or services to specific age groups. Among the given options:

• Option a: Flat-pack furniture is marketed as inexpensive and easily portable – This does not specify an age group, therefore does not illustrate segmenting by age.
• Option b: A car is marketed with the tag "For their first car, pick a brand first in safety ratings." – This implies a younger demographic typically looking for their first car, which does indicate age segmentation.
• Option c: Breakfast cereal is marketed as being high in antioxidants, which have antiaging properties – This might appeal to older consumers concerned about aging, which suggests age segmentation.
• Option d: A miniature version of a well-known bicycle is marketed with three wheels – This is geared towards young children learning to ride, hence is age segmented.

The correct answer is Option a, as flat-pack furniture's inexpensive and portable nature does not specify an age group, making it not an example of segmenting by age.