To market Suave shampoo,Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertisements conveying the message that Suave is inexpensive,yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?
A)geocoding
B)geodemography
C)the hierarchy of needs
D)projective techniques
E)ethnography

Question

Quizplus · Accepted Answer

Unilever used PRIZM, which is a geodemographic segmentation tool that helps identify neighborhoods with certain demographic characteristics. In this case, they identified neighborhoods with high concentrations of young working women.

To Market Suave Shampoo,Unilever Used PRIZM to Identify Neighborhoods with High