Usage, a consumer segmentation variable, segments consumers according to which of the following?
A)Who the purchase is bought for (e.g. self-buy or gift)
B)A person's buying patterns (e.g. impulse purchase or consciously planned purchase)
C)The degree of brand loyalty towards a particular brand in a product category
D)Heavy users, light users and non-users of a product category

Question

Quizplus · Accepted Answer

Usage segmentation segments consumers according to their usage behavior, such as heavy users, light users, and non-users of a product category. Option A refers to occasion segmentation, option B to behavioral segmentation, and option C to loyalty segmentation.

Usage, a Consumer Segmentation Variable, Segments Consumers According to Which