Many companies have cut travel budgets so that very few businesspeople are authorized to fly first class. Despite the shrinking pool of business-class travelers, British Airways has grown market share for its trans-Atlantic business class by offering greater comfort. Promotions to frequent fliers stress that passengers can sleep in fully reclining seats and arrive refreshed to carryout a full day's schedule. The segmentation strategy of British Airways is an example of

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The segmentation strategy used by British Airways, emphasizing the comfort of its trans-Atlantic business class, is an example of behavioral segmentation. This is because British Airways is targeting a specific behavior (traveling for business) and promoting the benefits of its product (greater comfort) to that target market. The promotions to frequent fliers also suggest that the airline is trying to retain customers by rewarding their loyalty, further supporting a behavioral segmentation approach. The other options listed do not fit as well, as the focus is not on life stage, lifestyle, social class, or psychographic characteristics.

Many Companies Have Cut Travel Budgets So That Very Few