A company is entering the deodorant market. Its marketing manager decides that that the market should be divided on the basis of whether people are nonusers, light users, or heavy users of deodorants. The company is using which form of segmentation?
A) A priori segmentation
B) Empiricism segmentation
C) Post hoc segmentation
D) A posteriori segmentation

Question

Quizplus · Accepted Answer

An a priori segmentation approach is one in which the marketing manager has decided on the appropriate basis for segmentation in advance of doing any research on a market.

A Company Is Entering the Deodorant Market