Many companies have cut travel budgets, so that very few business people are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways (BA)has grown market share for its transatlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule. BA's
Strategy is an example of ___________segmentation.
A)industry sector
B)life stage
C)behavioural
D)lifestyle

Question

Quizplus · Accepted Answer

The strategy of promoting the comfort and benefits of the fully reclining seats to frequent fliers is an example of behavioral segmentation, as it focuses on the behavior and preferences of a specific group of customers (frequent business travelers) rather than demographic or psychographic characteristics.

Many Companies Have Cut Travel Budgets, So That Very Few