Question

Mistine is a direct selling cosmetics firm based in Thailand. Originally, it made a name for itself selling an affordable product that was of good quality. It focused mainly on housewives. However, over the years Mistine has expanded its focus, targeting more groups such as teenagers and higher-income women. Unlike many comparable direct selling firms, Mistine engages in much advertising. Its advertising campaigns must be tailored toward the appropriate target market. Refer to this Scenario, what type of segmentation strategy is Mistine using?

Answer 1

Answer:

DEMOGRAPHIC

Explanation:

According to the scenario, Mistine over the years is no more targeting just housewives but more groups such as teenagers and higher-income women.

This kind of market segmentation is demographic in nature

Demographic segmentation is a market segmentation that is done according to age, race, religion, gender, family size, ethnicity, income, and education.

Mistine's strategy is targeting people based on their age because the scenario states that 'teenagers' are a new target group. It also states that Mistine now targets 'higher-income' women which implies that those category of people have been targeted based on their income.