As a marketer for a major wine company, you implement a marketing program based on occasion-based segmentation. You market some products as 'gifts', others as 'celebratory' and others for 'cellaring'. You action is an example of:
A) geographic segmentation.
B) psychographic segmentation.
C) behavioural segmentation.
D) demographic segmentation.

Question

Quizplus · Accepted Answer

identify market segmentation variables for consumer and business markets, and develop market segment profiles. Behavioural segmentation is not based on consumer characteristics; rather, it is based on actual purchase and/or consumption behaviours. Behavioural variables include: benefit expectations, brand loyalty, occasion, price sensitivity and volume usage.

As a Marketer for a Major Wine Company, You Implement