Consumers in the U.S. purchase soft drinks such as Coke and Pepsi to quench their thirst, but in Eastern Europe, these brands are purchase primarily as a special occasion drink. What type of segmentation does this example illustrate?

Question

Quizplus · Accepted Answer

Important differences exist between the benefits sought from purchasing a particular product. In the soft drink example, some consumers seek the benefit of "thirst quencher" while other consumers seek a status or "special occasion" benefit. Usage segmentation focuses on the rate of use (e.g., heavy users vs. light users) not the type of use.