A marketer who segments a population by age and gender is using ________ to categorize consumers. a. demographics b. psychographics c. roles d. lifestyle
A
The correct answer is (a) demographics.
Demographics is the study of the characteristics of human populations, such as age, gender, income, education, occupation, and other quantifiable factors. When a marketer segments a population by age and gender, they are using demographic variables to categorize consumers. This allows the marketer to create messages and promotions that are targeted to specific groups, based on their demographic characteristics. For example, a company that sells makeup may target their advertising to young women between the ages of 18-29, since this group is more likely to be interested in their products.
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