DECADECA Travel and Tourism Practice Exam

Which factor is NOT considered in benefit segmentation?

1. Consumer needs and desires

2. Geographical factors

3. Specific advantages sought by consumers

4. Product utility and satisfaction

The correct answer is: Geographical factors

Benefit segmentation focuses on categorizing consumers based on the specific benefits or advantages they seek from a product or service. This method highlights consumer needs, desires, and the unique value they expect from their purchases. The correct answer highlights that geographical factors do not play a role in benefit segmentation. Instead, benefit segmentation is concerned with understanding what consumers want to gain from a product, such as convenience, quality, or savings. This approach allows marketers to tailor their strategies to different consumer groups based on the benefits they find most appealing, ensuring that promotional messages and product offerings align closely with target audiences' expectations. While consumer needs and desires, the specific advantages sought by consumers, and aspects of product utility and satisfaction are all central to identifying and segmenting groups based on benefits, geographical factors typically pertain more to demographic or geographic segmentation strategies, which do not delve into the specific benefits sought by consumers. Hence, focusing on geographical factors does not align with the principle of benefit segmentation.