Ashley, Colleen and Michelle were trying to decide where to hang out on Saturday night. Ashley's favorite place is the Bank because they play the best music and the atmosphere is trendy. Colleen enjoys chilling at Gator's Dockside because it is right across the street and it's casual. Michelle likes to go to Market Street Pub because they have the best drink specials and the music is good. What type of segmentation approach would identify the fact that Ashley, Colleen and Michelle are in different segments?

Answer: The correct answer is "Benefit segmentation".

Explanation: The benefit segmentation would identify the fact that Ashley, Colleen and Michelle are in different segments because in this case the differente choices are fundamented on individual's preferences.

In this case, demographic segmentation and SES segmentation would not work because the different choices are based on each individual's preferences.

And the segmentation of the use situation and the use rate would not work either because the benefits do not vary according to the occasion and is not based on the amount in which they use a product or service.