Nike recently debuted King James XVII shoes (Lebron James)with a price tag of $200.The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox.Nike is targeting a market it identifies as "keepers," people who buy the shoes,keep them under their bed,and when friends come over,show them the shoes.Selling to the market segment called "keepers" probably means that Nike is using which of the following types of buying situation variables to segment this market?

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Quizplus · Accepted Answer

Behavioral segmentation is based on the consumer's behavior, such as past purchases or buying intentions. In this case, Nike is targeting a specific group of people who buy expensive shoes and keep them as collectibles. Therefore, Nike is using behavioral segmentation to segment this market. Demographic segmentation would focus on characteristics such as age or income, while psychographic segmentation would examine personality traits or lifestyle preferences. Awareness and intentions are not typically used as segmentation variables, but more as measures of consumer behavior.

Nike Recently Debuted King James XVII Shoes (Lebron James)with a Price