A technology company that makes computers for professional use is trying to segment its customers. The company asked some professional computer users to evaluate the importance of various computer attributes that influence their purchase decisions and then used this data to segment the consumers based on similar response patterns. This is an example of segmentation by:
A) brand loyalty.
B) usage rates.
C) expenditure pattern.
D) benefits sought.

Question

Quizplus · Accepted Answer

The company is segmenting its customers based on the importance they place on various computer attributes, which directly relates to the benefits they seek from the product. This approach is known as segmentation by benefits sought, as it groups consumers according to the specific advantages or features they value in a product.

A Technology Company That Makes Computers for Professional Use Is