Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota Camry and she has a Honda Accord. They now have two children under age 5, so they plan to trade in Sally's car to purchase a minivan. Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable. In this purchase situation, Tom and Sally's family life cycle stage is a _____________ segmenting dimension, and the benefit Sally seeks (reliability) is a _____________ segmenting dimension.
A) geographic; demographic
B) demographic; behavioral
C) geographic; behavioral
D) demographic; geographic
E) behavioral; demographic

Question

Quizplus · Accepted Answer

Tom and Sally are in a specific family life cycle stage with two children under age 5, which is a demographic segmenting dimension. Sally seeks reliability in a car, which is a behavioral segmenting dimension based on the benefits sought from the product.

Tom and Sally Jones Are Preparing to Purchase a New