Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.
-(Scenario 6-4)To attract the ______ in the market,the Plantatarium offers a punch card that rewards buyers with a $10 discount each time they purchase $190 worth of plants and other goods from the store.
A) emergent consumers
B) demographic segment
C) variety seekers
D) heavy users

Question

Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor.
-(Scenario 6-4)To attract the ______ in the market,the Plantatarium offers a punch card that rewards buyers with a $10 discount each time they purchase $190 worth of plants and other goods from the store.
A) emergent consumers 
B) demographic segment 
C) variety seekers 
D) heavy users

Quizplus · Accepted Answer

Heavy users are customers who make frequent purchases of a particular product or service. Offering a punch card with a discount for every $190 purchase is a way to attract and retain heavy users in the market.

Scenario 6-4 Jay and Carrie Garrett Operate a Small Retail Store in Store