Question

Alli segments its diet pills based on those who have morning cravings, those who tend to overeat near the end of the day, those who need all day long appetite suppression, and those who want appetite control and more energy. This is an example of market segmentation based on variables of

a) demographics.
b) lifestyles.
c) psychographics.
d) behavior.
e) personality characteristics.

Answer 1

Alli uses behavioral segmentation for its diet pills, targeting consumers based on their appetite and energy behaviors throughout the day. The correct market segmentation variable is behavior.

Step-by-step explanation:

Alli segments its diet pills based on preferences related to morning cravings, overeating in the evening, needing all-day appetite suppression, and desiring appetite control with increased energy. This form of market segmentation is categorized by how consumers behave regarding their appetite and energy levels throughout the day, aligning with their daily habits and patterns of consuming diet products.

Therefore, the correct answer to which type of market segmentation Alli is utilizing is (d) behavior. This classification falls under behavioral segmentation, which organizes consumers based on their product usage, responses, and habits.