Avon first marketed its Skin-So-Soft as a skin lotion. Then, when customers started buying it to use as a bug and tick repellent, Avon changed its advertising strategy. Now it promotes Skin- So-Soft for those times when "you can't outrun the mosquitoes."By emphasizing in its ads the benefits customers desired from its products, Avon is using ________segmentation.
A) behavioral
B) geographic
C) usage-type
D) psychological
E) psychographic

Question

Quizplus · Accepted Answer

Behavioral segmentation involves dividing a market based on consumer knowledge, attitudes, uses, or responses to a product. Avon changed its strategy to focus on the product's use as a bug repellent, which aligns with behavioral segmentation.

Avon First Marketed Its Skin-So-Soft as a Skin Lotion