Geographic segmentation groups consumers based on what criterion?

• A. Where they live
• B. Age and income
• C. Personality and lifestyle
• D. How they use the product

Answer: (A)

Geographic segmentation groups consumers based on where they live. Location shapes needs and preferences, so marketers tailor products and messages to regions, cities, climates, or urban versus rural contexts. For example, demand for winter gear is higher in colder regions, or snack choices can vary by country due to local tastes. This makes geography the criterion used for this type of segmentation. In contrast, demographic uses age and income, psychographic uses personality and lifestyle, and behavioral uses how they use the product. Often, marketers combine geographic with other bases to capture more nuance.