Marketers for Gevalia gourmet coffee want to target gay male consumers because t
ID: 1135583 • Letter: M
Question
Marketers for Gevalia gourmet coffee want to target gay male consumers because they appreciate and consume gourmet coffee. Even though gay lifestyles are becoming more socially accepted, Gevalia's marketers are having difficulty determining the market potential for this segment because many gay consumers are not willing to pubicly acknowledge their litestyle. This illustrates how some target segments are not attractive because they are: not identifiable and measurable. O not affluent. not comprehensive Onot responsive. none of the above.Explanation / Answer
Introduction:-
Segmentation is a very key element for business to take place properly. Most companies in the modern era prefer to have a segment in which they sell their products making it easier to chalk out the product develop channels of distribution and also be able to market the products.
Segmentation refers to the act of defining who to sell i.e. segregating the market into smaller groups on the basis of specific characteristics and then targeting a group also referred to as a segment.
The benifits that segmentation offers is that all efforts of the company get channelised to a particular area, understanding the needs and wants of a particular group and being able to cater to them in the best ways possible therefore.
Answer:-
In the current case study, the identification of homosexual people from a population is tough because they do not own up at being homosexual as highlighted. They do not prefer to make their lifestyles a subject of public opinion therefore making it difficult to measure, identify and therefore plan and execute in a proper manner.
This highlights that some target market segments, are not identifiable and measurable.
Therefore the correct answer to this option is (A)