A firm that has a database containing consumer purchasing histories and uses the information to create market segments is using:
A) demographic segmentation
B) psychographic segmentation
C) benefit segmentation
D) usage segmentation

Question

Quizplus · Accepted Answer

The firm's use of the consumer purchasing histories in the database suggests that they are engaging in usage segmentation, which involves dividing a market based on how frequently or heavily consumers use a product or service. The other options (demographic, psychographic, and benefit segmentation) involve different factors such as age, lifestyle, and consumer preferences, respectively.

A Firm That Has a Database Containing Consumer Purchasing Histories