Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.
A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage-rate segmentation
E) usage situation segmentation

Question

Quizplus · Accepted Answer

Targeting a group of heavy users based on the amount of product they consume is an example of usage-rate segmentation. This approach divides the market by the amount of product bought or consumed.

Marketers of Many Products Such as Soup, Laundry Detergent, Beer