Richard Is Studying How Various Usage Situations Influence the Consumption

Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____.

A) demographically based marketing strategies
B) geographically based marketing strategies
C) situation-based marketing strategies
D) momentary conditions
E) hedonic purchase situations