Josh separated people who wanted a high quality lawn mower from people who wanted a low priced lawn mower, then saw if different characteristics were associated with each consumer-response segment. Josh was defining segments using ________ considerations.
A) descriptive
B) demographic
C) psychographic
D) behavioral
E) geographic

Question

Quizplus · Accepted Answer

By separating people based on their desire for high quality versus low price, Josh is using behavioral considerations to define his segments. He is looking at the behavior and preferences of the consumers, rather than demographics, psychographics, or geographic location.

Josh Separated People Who Wanted a High Quality Lawn Mower