Behavioral segmentation involves dividing a market based on consumer behavior, such as usage patterns, benefits sought, and brand interactions. Let’s analyze the options:
- a) A health club that targets college students: This is an example of demographic segmentation, as it targets a specific age group.
- b) A resort that targets families with children: This is also an example of demographic segmentation, focusing on family structure.
- c) A florist that targets those who buy the most flowers: This is an example of behavioral segmentation. The florist is targeting customers based on their purchasing behavior, specifically those who buy flowers frequently.
- d) A restaurant that targets senior citizens: This is another example of demographic segmentation, targeting a specific age group.
Therefore, the correct answer is c) A florist that targets those who buy the most flowers, as it is based on consumer behavior.