College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late-night snack. However, their dorm rooms are often woefully short of space. MicroFridge marketers understand this and offer a single appliance with small refrigerator, freezer, microwave oven, smoke sensor, and a charging station for laptops and mobile phones targeted to these students. MicroFridge is most likely using which basis of segmentation?
A) sociocultural segmentation
B) psychographic segmentation
C) geographic segmentation
D) behavioral segmentation
E) socioeconomic segmentation

Question

Quizplus · Accepted Answer

MicroFridge is using behavioral segmentation, as they are targeting college dorm residents based on their specific needs and behaviors, such as the need for space-saving appliances and the convenience of having multiple functionalities in one appliance.

College Dorm Residents Frequently Want to Keep and Prepare Their