A Marketing Research Study by a Motor Oil Refiner Finds

Multiple Choice

A marketing research study by a motor oil refiner finds that rural area homeowners are much more apt to change their car's oil themselves rather than use a mechanic or a quick-oil-change service. As a result, the firm is increasing its sales of motor oil in rural areas to such mass merchandisers as Kmart and Wal-Mart. Which segmentation base is the firm using?

A) Heavy-half theory
B) Geographic demographics
C) Personal demographics
D) Consumer lifestyles