Martina manufactures noise-canceling headphones for a market that values quality. Each pair is made from high-quality components. In addition, each time a customer buys a set, she donates 25 percent of the proceeds to an organization that supports hearing disability research worldwide. How is she MOST likely segmenting her target market?
Martina is most likely segmenting her target market based on customers who value quality and also have a strong sense of social responsibility. This segment of customers would be willing to pay a premium for high-quality noise-canceling headphones and also appreciate the fact that a portion of their purchase is going towards a charitable cause supporting hearing disability research. By targeting this specific segment, Martina is appealing to customers who are not only interested in the product itself but also the positive impact their purchase can have on a social cause.
