Customer demographics $($e$.$g$.,$ gender, age, and income$)$ are often used as segmentation variables because these data are readily available or easily observable. However, segmentation using solely demographic data

a$.$ may result in a poor ability to predict a person's demographic$-$based segment membership

b$.$ may result in a poor ability for the firm to position their offerings appropriately for customers in a given segment

c$.$ may result in a heuristic$-$based approach to decision making

d$.$ may result in incongruity between the decision makers within the firm