Which option is not a demographic characteristic?

• A. Martial Arts
• B. Age
• C. Price
• D. Income

Answer: (C)

Demographic characteristics describe who the population is—attributes that define people such as age and income. They help segment markets by who the customers are, not by what they think or what price they pay. Among the options, age and income are classic examples of demographic traits because they describe the people themselves. Martial arts represents a hobby or interest, which falls under psychographic factors that cover lifestyles and activities rather than basic population traits. Price, however, is a cost applied to a product or service, not a descriptor of the people in a population. It’s an external variable used in pricing and consumer behavior analysis, not a demographic attribute. Therefore, price is not a demographic characteristic.