The Japan Weather Association tracked buying patterns on 20,000 items and correlated them to the outside temperature.When the temperature goes up,people buy more sunshades,air conditioners,watermelons,and swimwear.When there's a chill in the air,sales of suits,sweaters,and heaters take off.This would be an example of
A) purchase-occasion segmentation.
B) psychographic positioning.
C) demographic segmentation.
D) lifestyle segmentation.
E) volume segmentation.

Question

Quizplus · Accepted Answer

The tracking of buying patterns based on the outside temperature is an example of purchase-occasion segmentation. This means that marketers are targeting consumers based on their behaviors related to specific occasions or situations. In this case, the occasion is the weather and how it affects consumer buying habits. This is not related to psychographic, demographic, lifestyle, or volume segmentation.

The Japan Weather Association Tracked Buying Patterns on 20,000 Items