To market Suave shampoo,Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertisements conveying the message that Suave is inexpensive,yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?
A)geotargeting
B)geodemography
C)the hierarchy of needs
D)projective techniques
E)ethnography

Question

Quizplus · Accepted Answer

Unilever used the segmentation tool of geodemography by identifying neighborhoods with high concentrations of young working women through PRIZM. Geodemography is the study of people based on where they live and their demographic characteristics, and PRIZM is a geodemographic tool that categorizes neighborhoods into different segments based on factors such as age, income, education, and lifestyle.

To Market Suave Shampoo,Unilever Used PRIZM to Identify Neighborhoods with High