Volvo manufactures a station wagon to meet all of the goverrnnent'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?

Question

Quizplus · Accepted Answer

Volvo is focusing on the benefits sought by consumers who prioritize safety above other factors when choosing a car. By emphasizing the station wagon's ability to meet the strictest safety ratings and branding it as "the safest car on the road," Volvo is targeting consumers looking for safety benefits in a vehicle.

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