An entrepreneur has developed a self-service soda-bottling machine. Customers can fill their own plastic soda bottles with 18 regular and diet flavors by placing empty bottles under a nozzle, depositing coin, and punching a series of buttons. The machine dispenses the requested soda and a bar-coded dietary information sticker, which the customer places on the bottle. The entrepreneur must now determine where to locate the machines by studying the market and then grouping outlets on the basis of her research findings. This is an example of which segmentation approach?
A) psychographic segmentation
B) empiricism segmentation
C) benefit segmentation
D) post hoc segmentation

Question

Quizplus · Accepted Answer

Post hoc segmentation is an approach in which people are grouped into segments on the basis of research findings. In the case of segmentation for entirely new products, a post hoc approach may be useful for determining key market dimensions.

An Entrepreneur Has Developed a Self-Service Soda-Bottling Machine