In 2002, Nike began selling Air Jordan XVII with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means Nike is using which of the following types of customer characteristic variables to segment this market?

In 2002, Nike began selling Air Jordan XVII with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means Nike is using which of the following types of customer characteristic variables to segment this market?

In 2002, Nike began selling Air Jordan XVII with a price tag of $200. The shoes arrived at shoe stores in a metallic silver briefcase instead of a shoebox. Nike is targeting a market it identifies as "keepers," people who buy the shoes, keep them under their bed and when friends come over, show them the shoes. Selling to the market segment called "keepers" probably means Nike is using which of the following types of customer characteristic variables to segment this market?



A) demographics
B) psychographics
C) usage
D) benefits sought
E) behavior




Answer: B


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