If marketing researchers are looking at benefits- sought, use occasions, or brands, they are basing their market segmentation on consumer characteristics rather than consumer responses.

Question

Quizplus · Accepted Answer

Benefits-sought, use occasions, and brand preferences are all examples of consumer responses to products or services, not just characteristics of the consumers themselves. These factors reflect how consumers react to or use products, which is a key aspect of behavioral segmentation.

If Marketing Researchers Are Looking at Benefits- Sought, Use Occasions