The James Hardie Siding Company Sells Concrete Siding

Multiple Choice

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding that was guaranteed not to rot or crack for fifty years.In terms of psychographic segmentation,the siding company used the _____ variable.

A) lifestyle
B) motive
C) benefit
D) demographic
E) personality