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Why is segmentation by age or by gender unreliable? Discuss any such example and also suggest...

Why is segmentation by age or by gender unreliable? Discuss any such example and also suggest what will be your strategy in such a case.

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Segmentation by age or by gender can be unreliable as the product might be getting used by different age groups and by the other gender unknowing to the popular perception.

For example Unilever in India has "Fair and Lovely" face cream that is very popular with young women between the age group of 18 to 30 and has been segmented for targetting according. However recent research suggests that older women are a significant purchaser of this product too. What is surprising is that young males too are buying this product to look fairer and handsome.

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