Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________.
A) occupation
B) family size
C) benefits
D) nationality
E) user status

Question

Quizplus · Accepted Answer

Robert is trying to segment the market based on the benefit that the car would offer to its users, namely power and exhilaration. The price point to be affordable to those making a good salary is not a segmentation criterion but rather a constraint for the product development process. The other options (occupation, family size, nationality, user status) are not mentioned as segmentation criteria in the scenario.

Robert Is the Owner of an Automobile Manufacturing Company