The consumers termed ____ turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won.
A) brand freaks
B) lead users
C) switchers
D) heavy users

Question

The consumers termed ____ turn out to be a costly target segment; much can be spent in getting their business merely to have it disappear just as quickly as it was won.
A) brand freaks 
B) lead users 
C) switchers 
D) heavy users

Quizplus · Accepted Answer

The term "switchers" refers to consumers who frequently switch between brands and are not loyal to any particular one. As a result, they are a costly target segment because a lot of money may be spent on advertising and incentives to attract their business, but they may quickly switch to a different brand, resulting in a loss of investment.

The Consumers Termed ____ Turn Out to Be a Costly Target