Question

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

A) user status
B) usage rate
C) benefits sought
D) occasion
E) psychographic

Answer 1

Marketers segmenting buyers by light, medium, or heavy usage of shampoo is an example of usage rate segmentation, which helps tailor marketing and product strategies.

Step-by-step explanation:

Shampoo marketers segment buyers as light, medium, or heavy product users, which is an example of usage rate segmentation. This market segmentation strategy allows businesses to tailor their marketing efforts and product development to specific groups based on how frequently they use the product. For instance, heavy users might be targeted with bulk packaging or loyalty programs, while light users might be introduced to trial sizes or infrequent usage formulations.