A firm wishing to segment a market on the basis of benefit segmentation needs to carefully study
A) how perceived risk varies by segment.
B) usage experience of different groups.
C) consumer lifestyles by segment.
D) consumers' purchase motives.

Question

Quizplus · Accepted Answer

Benefit segmentation focuses on understanding the specific benefits consumers seek from products or services, which directly relates to their purchase motives. By identifying and analyzing consumers' reasons for purchasing, a firm can effectively segment the market based on the different benefits that different groups of consumers are seeking.

A Firm Wishing to Segment a Market on the Basis