Scenario 4-5
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories called The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The senior liked them because they became the focus of a hobby. The professionals did not buy them for any other reason than décor.
-(Scenario 4-5) The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give. This suggests that The Plantatarium is following a ____ strategy.

Question

Quizplus · Accepted Answer

The Plantatarium is using benefit segmentation by carrying plants that flower throughout the year to appeal to consumers' desire for cheerful feelings. Benefit segmentation involves dividing a market based on the specific benefit or solution that consumers are seeking from a product or service. By focusing on the benefit of cheerful feelings, The Plantatarium is tailoring their offerings to attract customers who prioritize this benefit.

Scenario 4-5 Jay and Carrie Garrett Operate a Small Retail Store in Store