Your company, a maker of skin creams, is introducing a sunscreen lotion. While you know that everyone needs sun protection, market research shows that heavy users of this product account for significantly more sales than light users -- especially when they live in a warm climate. Also, your brand name is viewed positively by twice as many women as men.
It is your job to decide which (if any) segmentation variables to use when introducing the new product. Based on the scenario, which decision is correct?
a. Behavioristic variables should be used because they encompass psychographic characteristics.
b. The only relevant variables are behavioristic and geographic.
c. Because everyone needs sun protection, market segmentation is inappropriate.
d. A combination of behavioristic, geographic, and demographic variables should be used.
e. Behavioristic variables should be used because they are more sustainable in this market.