With the heavy-half theory, market segments are described in terms of
A) perceived risk.
B) usage experience. .
C) usage rate.
D) purchase attitudes

Question

Quizplus · Accepted Answer

The heavy-half theory in marketing suggests that a small segment of heavy users accounts for a large portion of a product's consumption, thus focusing on usage rate as the key descriptor of market segments.

With the Heavy-Half Theory, Market Segments Are Described in Terms