Many companies have cut travel budgets so that fewer businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent flyers stress that passengers can sleep in fully reclining seats and arrive refreshed to carry out a full day's schedule. The segmentation strategy of British Airways is an example of
A) life stage segmentation.
B) geographic segmentation.
C) social class segmentation.
D) behavioral segmentation.
E) psychographic segmentation.

Question

Quizplus · Accepted Answer

British Airways is using behavioral segmentation by targeting frequent flyers who value comfort and the ability to sleep during flights, which influences their travel behavior and preferences.

Many Companies Have Cut Travel Budgets So That Fewer Businesspeople