The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,which type of variable did the siding company use?
A)lifestyle
B)motives
C)benefits
D)demographic

Question

Quizplus · Accepted Answer

Marketers of baby products and life insurance appeal to consumers' emotional motives to protect the family and things the family value.In this example,the siding company does the same thing.

The James Hardie Siding Company Sells Concrete Siding