McDonald's is not known as a vegetarian friendly restaurant. Recently, however, McDonald's test marketed a vegan burger, appropriately name the McVegan, in Finland. While vegetarians were excited about the possibility, sales in the test were slow and McDonald's has decided to not introduce the item in its stores. It seems that vegetarians just did not frequent McDonald's. The McVegan failed which of the key criteria for successful market segmentation?
A) Significant in size and purchasing power
B) Profitable
C) Consistent with the firm's marketing capabilities
D) Cooperative with the customer

Question

Quizplus · Accepted Answer

The McVegan failed because the vegetarian segment, in this context, was not significant in size and purchasing power at McDonald's. Despite the interest, there weren't enough vegetarian customers frequenting McDonald's to support the introduction of the McVegan on a larger scale.

McDonald's Is Not Known as a Vegetarian Friendly Restaurant