Question

Altacey, a multinational company that sells consumer durables, divides its target markets on the basis of the density of population in the areas it operates in. It employs more salesmen and spends more money on promotions in cities with high population densities. In the context of consumer market segmentation, which of the following types of market segmentation does Altacey most likely follow?
A. Psychographic segmentation
B. Behavioral segmentation
C. Customer-based segmentation
D. Geographic segmentation

Answer 1

The correct answer is D. Geographic segmentation

Explanation:

Segmentation is a common business strategy that implies considering customers according to different features such as location, cultural values, buying behavior, etc. and creating marketing plans based on this. In the case of geographic segmentation, this occurs if customers are considered according to location, for example by dividing the market or customers according to the city, state, country, etc. or according to population density. This second strategy is the one used by Altacey as the money, employees, products, and other factors are assigned based on density. Thus, the segmentation is geographic.