When a market is segmented based on how aware and informed the consumers are, the variable used to choose a marketing approach is product knowledge.

Question

Quizplus · Accepted Answer

The statement is correct as it states that when a market is segmented based on how aware and informed the consumers are, the variable used to choose a marketing approach is product knowledge. Marketers base their decisions on the product knowledge of consumers which includes their awareness, information, and interest levels, as well as their intentions to purchase a product.

When a Market Is Segmented Based on How Aware and Informed