Which of the following segmentation variables describe brand-use and consumption?
A) Use situation variables
B) Buyers' needs and preferences variables
C) Demographic variables
D) Purchase-behavior variables

Question

Quizplus · Accepted Answer

Purchase-behavior variables such as frequency of use, brand loyalty, and usage rate are used to describe brand-use and consumption. Use situation variables may also be relevant, but they focus more on the circumstances surrounding product use rather than the users themselves. Buyers' needs and preferences and demographic variables are typically used to segment consumer groups based on their attitudes and characteristics rather than their actual usage behavior.

Which of the Following Segmentation Variables Describe Brand-Use and Consumption