Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In this case, managers at Sephra Inc. identify the customer groups through _____.

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Quizplus · Accepted Answer

The identification of customer groups based on their preferences and values related to product attributes such as style, price, and durability, is an example of value segmentation. This approach helps the company to tailor its marketing mix to the needs and wants of each segment, thus maximizing customer satisfaction and sales. Direct and indirect comparative advertising, acculturation, and demographic segmentation are other market segmentation strategies, but they do not necessarily reflect customers' product-related values or preferences.