Question

Leisure Inc. is a vacation planning company. It provides various holiday packages, such as camping outdoors, adventure sports, island getaways, countryside wine tasting, cruises, and trekking, based on the vacation activities that its consumers prefer. Which of the following types of segmentation does this represent?

Answer 1

Answer:

The answer is: lifestyle segmentation

Explanation:

Lifestyle segmentation refers to the marketing practice of categorizing customers into small groups, and the more information available about the potential customers, then their are divided into smaller sub-groups. These sub-groups are formed using the customers' lifestyles as basis; what do these customers like to do, what they don't like to do, how they live, etc.

Leisure Inc. uses its customers' recreational preferences (part of their lifestyle) to create small sub-groups, e.g. those who like camping, adventure sports, trekking, etc.