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Applying vemographic segmentation

Companies divide markets using characteristics such as age, gender, income, education, marital status, and family size to achieve demographic segmentation. The relative low cost and ease of access of segmenting by demographics makes it a popular and effective option for small and large businesses alike.

The goal of this activity is to demonstrate how a small firm like Assist You $2$ effectively uses demographic segmentation to identify the primary market segments for each of its service packages.

Read the descriptions of each of Assist You $2\text{'}$s service packages, then select the appropriate demographic variables that Karen and Anika considered when putting together each package. Note that not all variables need be used and some may be used more than once.

Assist You $2$ is a startup company that offers personal assistance services to members of its diverse community. The owners, Karen and Anika, offer a wide array of services. The size of their potential market is large, so Karen and Anika will need to segment it into smaller groups based on shared characteristics. They decide to organize their segments according to different demographic variables because these are often the most commonly used and easiest to identify.

Karen and Anika are currently offering these different service packages:

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