Nike recently debuted King James XVII shoes (Lebron James) 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 that Nike is using which of the following types of buying situation variables to segment this market?

Nike recently debuted King James XVII shoes (Lebron James) 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 that Nike is using which of the following types of buying situation variables to segment this market?

Nike recently debuted King James XVII shoes (Lebron James) 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 that Nike is using which of the following types of buying situation variables to segment this market?



A.

demographics


B.

psychographics


C.

awareness and intentions


D.

behavioural



Answer: D


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