A manufacturer of a new biodegradable cat litter learned from its research that a lot of cat owners were not buying ordinary litter because of the difficulty in disposing the used clay-based litter. It cannot be flushed due to the build up in pipes, and certain municipalities have decreed that cat litter is a hazardous waste and must be disposed of in a specified matter. Cat owners want litter that is easily disposed of and more absorbent than newspaper, which is a common make-do method. The cat manufacturer has used which of the following segmentation approaches to identify the stated information?
A) Benefit segmentation
B) Psychographic segmentation
C) A priori segmentation
D) Post hoc segmentation

Question

Quizplus · Accepted Answer

Benefit segmentation is clearly a market-oriented approach to segmentation that seeks to identify consumer needs and wants and to satisfy them by providing products and services with the desired benefits.

A Manufacturer of a New Biodegradable Cat Litter Learned from Its