Subway is targeting a more narrow market segment among college students than the segment on which McDonald's focuses. Subway is focusing on students interested in healthy fast food. To select this business strategy, Subway would have used information from all the following categories EXCEPT
A) demographic factors.
B) psychological factors.
C) consumption-pattern factors.
D) end-use segments.

Question

Quizplus · Accepted Answer

End-use segments do not provide information about the preferences and characteristics of potential customers, which are necessary to create a targeted marketing strategy. Demographic factors, psychological factors, and consumption-pattern factors are useful in understanding the behavior and motivations of consumers and identifying market segments.

Subway Is Targeting a More Narrow Market Segment Among College