Despite different demographics, consumers may hold similar self-values and might perceive themselves to belong to a distinct group of people. To identify this segment, the marketing manager might use segmentation.

Psychographic segmentation

Explanation:

Psychographic segmentation refers to dividing customers into different target groups based on their personalities, values, beliefs, attitudes, lifestyles, etc. This type of segmentation is fairly difficult to carry out because may times psychographic characteristics are not observable. E.g. you do not walk around with a label saying I'm a joyful person, who loves animals and enjoys outdoor activities.

Psychographic segmentation is probably the most effective type of marketing segmentation but it is also the most difficult to carry out properly.  

answer; because many corporate watch groups will discover and publicize unethical behavior by suppliers, link it to the american company, and harm its reputation;