Calypso Motors recently rolled out its hatchback, Proteus. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sport scar enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation

Question

Quizplus · Accepted Answer

The segmentation strategy evident in the scenario is benefit segmentation. This is because Calypso Motors is targeting customers who value both luxury and agility in their vehicles.

Calypso Motors Recently Rolled Out Its Hatchback, Proteus