Some people use mouthwash to help prevent colds. Others use it to make their breath smell pleasant. Still others use it to help clean their teeth. Knowing this, the advertiser of mouthwash might most effectively use which of the following methods of segmentation?
A) demographic
B) age
C) personality
D) benefits desired
E) income level

Question

Quizplus · Accepted Answer

The advertiser should use "benefits desired" segmentation because people use mouthwash for different reasons, such as preventing colds, freshening breath, or cleaning teeth. This method targets the specific benefits that consumers are seeking.

Some People Use Mouthwash to Help Prevent Colds