Nike recently debuted King James XVII shoes (Lebron James)with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the Shoes, keep them under their bed, and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means that Nike is using which of the following types of customer characteristic variables to segment this market?
A)demographics
B)psychographics
C)benefits sought
D)usage

Question

Quizplus · Accepted Answer

Nike is using psychographics to segment this market, as they are targeting people who have an emotional attachment to their shoes and are likely to keep them as a symbol of their personal style and identity. This is a psychographic characteristic, as it relates to an individual's attitudes, interests, and values, rather than their demographics (age, income, etc.), benefits sought, or usage patterns.

Nike Recently Debuted King James XVII Shoes (Lebron James)with a Price