Garnet Inc. is a manufacturing firm that primarily uses surveys to understand customers' attitudes, preferences, and benefits sought in a particular product category. Finally, based on their responses, the firm groups them to form market segments. This implies that Garnet Inc. uses a(n) _____ segmentation approach.
A) a priori
B) post hoc
C) unconventional
D) empirical

Question

Quizplus · Accepted Answer

Garnet Inc. uses a post hoc segmentation approach, which involves collecting data (such as through surveys) and then analyzing it to identify distinct market segments based on customer responses.