Suppose Kathmandu (https://www.kathmandu.com.au/) is planning to expand its business into Canada. As part of its market research, Kathmandu needs to segment the Canadian market and identify target customers who are most likely to purchase its products. According to this weeks lesson, market segmentation can be based on four bases: geographic, demographic, psychographic, and behavioral segmentation.

For this task, select two variables from two of the four segmentation bases. For example, you could choose lifestyle from psychographic segmentation and usage rate from behavioral segmentation. You should explain why these variables are relevant to Kathmandus business in Canada. Then, using these variables, you should identify the target customers Kathmandu should focus on in Canada. Do some research and use evidence to support your ideas (maximum 300 words, not including references).