Problem: Josh is convinced that subgroups exist within his company current customer base. Further, he believes that these different groups of customers opt to purchase his company brand for different reasons, and he feels this information is critical if he is to effectively target these customers and potential customers like them. Which type of market research analysis should Josh look into conducting in order to address his concerns?
Select one:
a. positioning
b. segmenting
c. clustering
d. customer lifetime value