If a company segments its market on the basis of their reasons for purchasing a particular product, the primary segmentation variable in use is
A) lifestyle.
B) motives.
C) personality.
D) benefit expectations.
E) personality attributes.

Question

Quizplus · Accepted Answer

If a company segments its market on the basis of customers' reasons for purchasing a particular product, the primary segmentation variable in use is the customers' motives. This is because the company is targeting customers based on their underlying needs, desires, or goals that drive them to purchase the product. Examples of motives may include convenience, status, efficacy, affordability, or environmental friendliness, to name a few. By understanding customers' motives, companies can adjust their marketing mix accordingly to appeal to customers and create value propositions that resonate with them.

If a Company Segments Its Market on the Basis of Their