Question

Marketing research conducted by a consumer products producer reveals that some consumers buy toothpaste to whiten their​ teeth, while others buy it because it freshens their​ breath, makes their teeth less sensitive to heat​ and/or cold, or even because it has a certain flavor. if the company decided to segment the market based upon this​ data, it would be using​ _______ segmentation.

Answer 1

This is behavioral segmentation. The company is looking at how the consumers' behaviors are affected by the use of the products. They are also looking at what the customers are looking for in terms of results of the product and how it will benefit their lives.