Carrying different recreation products in stores in different zip codes based on lifestyles and demographics is based on the geographic variable region.
They are a set of factors such as region, language and population density, which are used in the market segmentation process, which is a strategy used by companies where there is a division of potential consumers into similar groups to align their marketing and communication strategy.
The advantages of a company segmenting its market is to increase knowledge about its potential consumer, in addition to improving the experience of local customers, through communication and products and services aligned with local characteristics, such as culture and income.
Therefore, region is an important geographic variable for companies to develop a marketing strategy adapted to satisfy the needs and wants of that particular regional group.
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