Research conducted by a maker of exercise equipment indicates that individuals that purchase more than $400 worth of exercise equipment exercise more than five hours per week, are weight conscious, and are concerned with their health. The firm should utilize which segmentation base?
A) Consumer lifestyles
B) The heavy-half theory
C) Personal demographics
D) Usage experience

Question

Quizplus · Accepted Answer

The correct segmentation base is consumer lifestyles because the description focuses on behaviors (exercising more than five hours per week), attitudes (weight consciousness), and values (health concern), which are all components of consumer lifestyles.

Research Conducted by a Maker of Exercise Equipment Indicates That