Discuss the advantages and disadvantages of single-variable segmentation and multiple-variable segmentation.
What will be an ideal response?
Markets can be segmented using a single variable, such as age group, or several variables, such as age group, gender, and education. Although it is less precise, single-variable segmentation has the advantage of being simpler and easier to use then multiple-variable segmentation. The major disadvantages of multiple-variable segmentation include:
| · | It is often more difficult to employ than single-variable segmentation. |
| · | Usable secondary data are less likely to be available to define and describe the segments. |
| · | As the number of segmentation bases increases, the size of individual segments decreases. This can result in segments that are not large enough to warrant individual treatment. |
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