Marketing research indicates that almost 70 percent of all women drivers who have driven a Volkswagen Cabrio prefer it to any other car. Knowing that women make about 35 percent of all car purchases, what type of segmentation variable should Volkswagen use when marketing its Cabrio?

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Business

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23 February, 15:14

Marketing research indicates that almost 70 percent of all women drivers who have driven a Volkswagen Cabrio prefer it to any other car. Knowing that women make about 35 percent of all car purchases, what type of segmentation variable should Volkswagen use when marketing its Cabrio?

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Oswaldo Olsen · Answer 1

Demographic

Explanation:

A market segment is a portion of a large market in which the individuals, groups or organizations share one or more characteristics that cause them to have relatively similar products needs.

A market segment consist of a group of customers that share a similar set of needs and wants.

Are four categories of segmentation:

-Geographic

-Psychographic

-Behavioral

-Demographic. The process of dividing a market through variables such as age, gender, education level, family size, occupation, income, and more. This is one of the most used strategies amongst marketers.