Volvo manufactures a station wagon to meet all of the government's strictest safety ratings, and Volvo emphasizes this in its advertising, claiming to be, "the safest car on the road." From this information, it appears that Volvo may be engaging in what type of segmentation strategy?
A) Geographic
B) Price
C) Psychographic
D) Demographic
E) Benefits sought

Question

Quizplus · Accepted Answer

Volvo is focusing on the safety benefits of their cars, appealing to consumers who prioritize safety, which is a benefits sought segmentation strategy.

Volvo Manufactures a Station Wagon to Meet All of the Government's