Universal Concerts wants to bring a series of country music concerts to Canada next year. In general, Western Canadians prefer country music while Eastern Canadians prefer rock. Thus, a country music event in eastern Canada is very likely to have lots of empty seats even though it is more popular than the western part of the country. If it can book only one venue, Universal Concerts should segment its Canadian market according to __________ if it hopes to have a sold-out concert.

Market segmentation refers to the classification companies make of their consumers based on different features such as age, gender, or income for instance so that firms can decide in which of those sectors they are likely to have more success based on the know-how and resources it counts on. As well, companies consider the sector that provides more opportunities so the likelihood of generating more revenue increases.

Therefore, Universal Concerts must focus on geographic characteristics at the moment of choosing what type of concerts they will handle if there is a need to set one type of them only.