QUESTIONS

Question $1$: Segmentation

Find $2$ articles that are recent and relevant to Kia EV$6($Electric Vehicles $-$ EV$)$ and conduct a

segmentation analysis $($see Exhibit $9\mathrm{.}2).$ Do NOT analyze the general brand $($for example, Toyota$)$ but

the specific model $($for example, Toyota Prius$).$

Based on the articles' information, identify $4$ segmentation characteristics of people using your assigned

Kia EV$6$ for the $2$ assigned segmentation categories $(2$ characteristics for each segmentation category$).$

Please see below the segmentation categories and characteristics:

$($a$)$ Category: Geographic Segmentation

Characteristics: country, region $($Northeast$,$ Southeast$),$ areas within a region $($state$,$

city$),$ population density

$($b$)$ Category: Demographic Segmentation

Characteristics: age, gender, income, education, ethnicity

$($c$)$ Category: Psychographic Segmentation

Characteristics: lifestyle, self$-$concept $($e$.$g$.,$ the image a person has of themselves$),$ self$-$

values $($e$.$g$.,$ goals for life, how a person lives their life$)$

$($d$)$ Category: Behavioral$/$Benefit Segmentation

Characteristics: usage, convenience, economy, prestige, occasion, loyalty

Summarize your results in the table below. Use $2$ slides to present the segmentation tables. Each slide

should present one table with ONE category and TWO characteristics. For each characteristic, please

provide a numeric breakdown in percentages $($THREE per characteristic$).$ Add a third slide with $3-4$

short bullet points explaining the tables.

Table $1$: Segmentation Analysis for XXXX $($KIA EV$6)$

An Example:

Table $1$: Segmentation Analysis for AAAA