Question

Sanders Beverages, Inc. is targeting non-juice drinkers with a new line of healthy fruit juices. Identify the segmenting dimension most likely being used by Sanders Beverages.

Answer 1

Answer:

Identify the segmenting dimension most likely being used by Sanders Beverages.

Behavioral

Explanation:

Marketing involves the promotion of a company's product to potential customers. Customers as a whole have different characteristics and preferences, thus the need for market segmentation. Market segmentation is the division of target customers in groups of similar characteristics. These groups are known as segments where individuals that share similar traits in term of preferences, age and location are placed into one group. There are four major types of dimensions depending on segment characteristics; demographic, psychographic, behavioral and geographic segmentation.

1. Demographic segmentation

It involves the placing of people into groups based on their demographics like; age, gender and income. Demographics help understand consumer behavior better. An example is that, a company might realize that most young people who are college goers tend to drink more beer as compared to older people. This can be important to a beer manufacturing company to target specific audience.

2. Psychographic segmentation

This is the grouping of customers based on their personality traits, values, beliefs and interests.

3. Behavioral segmentation

This is the process of grouping customers based on their consumer behavior. In our case, the consumer behavior being targeted is non-juice drinkers to determine if they will accept the new line of healthy fruit juices.

4. Geographic segmentation

This is the process of grouping customers based on their location to determine specific areas where many consumers might be located.