Which major retailer's geographic market research in 2018 revealed that rural consumers were MORE likely than urban ones to purchase high-end sustainable products, leading to a significant strategy pivot?

Geography plays a crucial role in product marketing and consumer behavior. Different regions have unique consumer preferences, cultural sensitivities, and market dynamics that significantly impact product success. This trivia question explores a fascinating case of geographic market research that contradicted conventional wisdom and led to an unexpected retail strategy shift.

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Patagonia
Walmart
REI
Target