Two broad groups of variables are used to segment consumer markets. One method uses descriptive characteristics such as geography. The other method is to form segments by looking at ________ considerations.
A) income
B) cultural
C) behavioural
D) gender
E) interest

Question

Quizplus · Accepted Answer

The correct answer is behavioural considerations, as these factors include consumer patterns and behaviours such as usage rate, brand preference, and loyalty. These factors provide more in-depth insights into the consumer's decision-making process and are often used in market research to create more effective marketing strategies. The other options such as income, culture, gender, and interest are all descriptive characteristics that are commonly used in segmentation but do not focus on individual behavioural differences.

Two Broad Groups of Variables Are Used to Segment Consumer