1. Utilizing the Template provided by the professor, entitled, Segmentation Variables Template, for the product below, on what basis do you think Adida's company segments its customers? Commonly used characteristics to segment markets (as discussed in class) are geography, demographics, psychographics, benefits sought and usage rates. Utilizing the Template provided, explain the market segmentation bases for this product.

Product (Running Shoes - Adidas)

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?\f