To market Suave shampoo,Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertising messages 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)psychographics
B)projective techniques
C)geodemography
D)ethnography
E)the hierarchy of needs

Question

Quizplus · Accepted Answer

Unilever used geodemography, which involves segmenting markets based on geographic and demographic factors, to identify neighborhoods with high concentrations of their target demographic.

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