A Lagos-based consumer goods company segments its market by dividing customers into groups based on their knowledge, attitudes, uses, or responses to a product. Which type of market segmentation is the company applying?

Behavioural segmentation divides buyers into groups based on their knowledge of, attitude towards, use of, or response to a product. Demographic segmentation uses age, income, and gender; geographic segmentation uses location; and psychographic segmentation uses lifestyle and personality traits.