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Benefit segmentation is based on which factor?
AThe characteristics of the consumers who buy a product
BThe region in which the product is sold to consumers
CWhat the product will do rather than who buys it
DThe volume of the product that a household buys
Answer & Solution
Correct answer: C. What the product will do rather than who buys it
1. Benefit segmentation rests on what a product will do.
2. It deliberately sets aside consumer characteristics as the basis for the split.
3. A toothpaste maker may serve cavity prevention, tartar control, whitening and sensitivity as separate benefits.
4. Consumer characteristics belong to demographic and psychographic segmentation instead.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.5 Market Segmentation_
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