Consider the following scenario. As a business owner, you are planning to open your first fitness center in New Jersey. You are unsure of the location of the fitness center or the services you would like to offer at the center. What variables will you use to segment the market? How will the market be segmented using each of these variables? (Use each of the four segmentation variables learnt in the textbook and describe how you would segment using each of the variables)

1. Demographic segmentation.
2. Behavioral segmentation.
3. Psychographic segmentation.
4. Geographic segmentation.