The ways in which customers use a particular product may be a basis for segmenting the market.

Question

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Different customers may have different uses or needs for a product, and these differences can be used to create segments within the overall market. For example, a company that sells outdoor gear might segment its market based on the types of activities that customers participate in, such as hiking, camping, or fishing. Each segment may require different types of gear and have different preferences, so an effective marketing strategy would target each segment separately.

The Ways in Which Customers Use a Particular Product May