1) Utilizing the Segmentation Variables Template provided, explain the market segmentation bases for a product category of Adidas. You could choose shoes, athletic wear or sports accessories.

2) Summarize who you believe the primary target market is for this product category?

3) What cultural, social, individual and psychological factors could impact the consumer's purchase decision for your product category? Explain why and how these factors impact the consumer's decision.

Template for question 1.

Bases for Segmentation Sub-Bases Explanation/Description Geographic Region of the country or world, climate, population density? Demographic Age Segmentation: Age group/ generation? Gender Segmentation: Traditional or Modern? Income Segmentation: Low, middle or high income? Ethnic Segmentation: Multicultural or targeted? Family Life-Cycle Segmentation: Young, middle-aged or older? Single, divorced or married? Children or no children? Psychographic Personality Segmentation: Traits, attitudes and habits? Motives Segmentation: Emotional or rational? Lifestyle Segmentation: Socioeconomic characteristics, beliefs, how they spend their time? Benefit Segmentation What benefits do they seek to gain from the product? Usage-Rate Segmentation Former, potential, first time, light or irregular, medium or heavy user