The given example is a demonstration of demographic segmentation.
Explanation:
Customer segmentation, also called market segmentation, refers to the process of dividing a customer base into groups of people who possess the same traits that are relevant to marketing, such as age, gender, interests, spending habits, etc. There are four main types of customer segmentation:
- Demographic segmentation. This type of customer segmentation is based on characteristics such as age, gender, and income.
- Behavioral segmentation. This type of segmentation is based on the buying behavior of the customers, such as usage frequency, brand loyalty, needed benefits, etc.
- Psychographic segmentation. This type of segmentation is based on different personality traits, values, attitudes, interests, and lifestyles of the costumers.
- Geographic segmentation. This type of segmentation is based on the place the customers live, for example, the type of area (cities, counties, regions, countries, international regions).
Based on the given information, we can conclude that a retired NBA basketball star running a summer training camp for high school athletes looking to win college scholarships is an example of demographic segmentation, as the customers belong to a certain age group (high school students).
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