Question

Two consumers both earn $47,000 annually. One owns four motorcycles and enjoys hunting and fishing. The second plays golf weekly and drives a SUV. The marketing manager might target these two consumers as part of two different segments based on their ______.

Answer 1

Answer:

Lifestyle

Explanation:

Note that Consumer A enjoys hunting and fishing, while Consumer B likes toplays golf weekly. Put simply, their lifestyle financially is what segments them altogether because they differ in what each likes.

Remember, Market segmentation involves dividing a market of consumers by a marketer into groups based on certain attributes such as their lifestyle, buying behaviour etc.