Final Answer:
The given statement "Wester Helix, a watch manufacturing company, is a brand mostly associated with men. Although they also manufacture products for women, these products are less popular. To increase the sale of these products, Wester Helix opens a sister company that caters solely to women. In this scenario, Wester Helix uses age segmentation." is false. So, the correct option is B. False.
Step-by-step explanation:
Wester Helix's decision to open a sister company solely for women doesn't align with age segmentation. Age segmentation involves categorizing consumers based on their age groups to target specific demographics, but creating a separate brand for women doesn't inherently focus on age as the primary segmentation factor. Instead, this strategy is more about gender-based segmentation. While the company recognizes a gap in popularity among their products for women, the solution lies in gender-specific marketing and product development rather than age-focused strategies.
The establishment of a separate brand targeting women isn't directly linked to age as a segmentation criterion. It's a strategic move to enhance the appeal of their products to a specific gender, expanding their market reach beyond their predominantly male-associated brand. The primary goal appears to be to tap into the preferences and buying behaviors of women, not specifically targeting a particular age group among them.
This strategy indicates a shift towards gender-based market segmentation, acknowledging that their existing products might not effectively cater to the preferences of women. Rather than age-driven segmentation, the company's move reflects a desire to create a distinct identity and product line that resonates more strongly with female consumers, regardless of their age.
In summary, while Wester Helix aims to boost sales among women, the approach taken doesn't center on age segmentation but rather on gender-specific targeting to bridge the popularity gap between their products for men and women.
So, the correct option is B. False.