Kumar Owns Two Antique Stores

Multiple Choice

Kumar owns two antique stores. One is in an upscale neighbourhood, and its merchandise is artfully arranged and priced to indicate product rarity. The other is in a run-down strip mall and contains some of the same type of merchandise, but the items are left in open boxes and placed haphazardly on shelves. Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates both of them. Which strategy he is using?

A) market integration
B) segmentation
C) targeting
D) positioning