Ever since Hunter got his new Shell MasterCard, which gives him a 5 percent rebate on all purchases of Shell gas, he buys gas only Shell stations. Shell introduced its credit card plan as a means of implementing which type of segmentation?
A)lifestyle segmentation
B)motive segmentation
C)usage-rate segmentation
D)demographic segmentation

Question

Quizplus · Accepted Answer

The segmentation being implemented by Shell is usage-rate segmentation, as they are targeting customers based on their frequency or level of usage of their product (gasoline). The credit card plan incentivizes customers to purchase Shell gasoline more frequently by offering a 5 percent rebate on all purchases, therefore appealing to those who are high-usage customers of gasoline.

Ever Since Hunter Got His New Shell MasterCard, Which Gives