Research on mouthwash users finds three market segments: plaque-conscious (concerned with gum health), sociables (concerned with freshness of breath), and germ control (concerned with killing germs). This study illustrates which form of segmentation?
A) Family life cycle segmentation
B) Heavy-half segmentation
C) Benefit segmentation
D ) Demographic segmentation

Question

Quizplus · Accepted Answer

This study illustrates benefit segmentation, as it categorizes consumers based on the specific benefits they seek from the product, such as gum health, breath freshness, and germ control.

Research on Mouthwash Users Finds Three Market Segments: Plaque-Conscious (Concerned