Calypso Motors recently rolled out its Proteus hatchback. 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 sports car 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 market segmentation evident here is benefit segmentation, as the features of the Proteus hatchback combine the benefits of both luxury and sports cars. The car is positioned as having the aesthetic appeal of a luxury car along with the agility of a sports car, making it stand out from both markets. Gender, income, geography, and age/life-cycle segmentation are not evident in this scenario.

Calypso Motors Recently Rolled Out Its Proteus Hatchback