Demographic segmentation according to demography is based on consumer- demographic variables such as age, income, family size, socio-economic status, etc. demographic segmentation assumes that consumers with similar demographic profiles will exhibit similar purchasing patterns, motivations, interests and lifestyles and that these characteristics will translate into similar product/brand preferences. in practice, demographic segmentation can potentially employ any variable that is used by the nation's census collectors. typical demographic variables and their descriptors are as follows:
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