However, as stated earlier, we should be cautious about using demographic segmentation to avoid being left with large non-homogenous populations and because segmenting populations on demographic varia...However, as stated earlier, we should be cautious about using demographic segmentation to avoid being left with large non-homogenous populations and because segmenting populations on demographic variables can lead to stereotyping. You see, we cannot say, “All married people think…” or “All single people believe…” or “All married couples want…” because this obviously is not and cannot be true. People of the same age, gender, race, or income, do not all think, believe, and act the same way.
