Question

The Kent Automobile Company segments its cars as sports cars, safety cars, capacity cars, and premium cars based on the gains or the utility consumers seek. Which of the following segmentation types has the Kent Automobile Company adopted?

A. Psychographic.
B. Geographic.
C. Ethnographic.
D. Benefit.

Answer 1

Kent Automobile Company has adopted Benefit segmentation to classify their cars based on the utility that consumers seek, such as performance, safety, space, or luxury.

Step-by-step explanation:

The Kent Automobile Company has adopted Benefit segmentation. This approach divides the market based on the perceived value, benefits, or advantages that consumers seek from a product. Kent Automobile Company classifies their cars into sports cars, safety cars, capacity cars, and premium cars, signaling that each category is designed to fulfill specific consumer wishes or needs related to performance, safety, space, or luxury respectively.

In contrast to psychographic segmentation which involves the classification of people based on their attitudes or lifestyle, benefit segmentation focuses on the desirability of a product's features. Geographic segmentation would group consumers based on their location. Ethnographic segmentation, though not a common term in traditional marketing, suggests a focus on cultural practices, which is not the case here.