A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____.
A) segmentation by benefits sought
B) geographic segmentation
C) segmentation by usage rates
D) distributive segmentation

Question

Quizplus · Accepted Answer

This approach is an example of segmentation by usage rates, as it categorizes consumers based on how frequently they purchase or use the company's products.

A Consumer Goods Company Segments Its Markets on the Basis