Altron Herbals is trying to market a new sunscreen lotion. In order to identify their target market segment, they have prepared a questionnaire that asks potential consumers about their lifestyles, especially their activities, interests, and opinions. Based on their answers, the consumers will be grouped into separate categories. Which of the following market segmentation approaches has Altron used in this scenario?

Question

Quizplus · Accepted Answer

The approach used by Altron Herbals in this scenario is psychographic segmentation, which focuses on consumers' lifestyles, interests, and opinions, rather than geographic or demographic factors. The questionnaire is being used to group consumers based on their values and beliefs regarding activities such as sun exposure and the importance of using sunscreen, which will help Altron identify the target market segment that is most likely to buy their new sunscreen lotion. A priori segmentation is a method of dividing the market based on common knowledge or assumptions, while social segmentation groups consumers based on their social class or other social factors, neither of which are being used in this scenario.

Altron Herbals Is Trying to Market a New Sunscreen Lotion