Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferrero Rocher chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift. This would be an example of:

Question

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Purchase-occasion segmentation involves dividing the market into groups based on the specific occasion for which a product is purchased. In this case, Ferrero Rocher is targeting consumers who are looking for Christmas gifts, which is a specific purchase occasion. Therefore, this would be an example of purchase-occasion segmentation.

Many People Give Fine Chocolates as Christmas Presents to Friends