If a firm were to obtain information about light, medium, and heavy users of a product as a means to segment their market, the firm would be practicing what kind of segmentation?
A. Geographic
B. Behavioral
C. Demographic
D. Psychographic
E. Geodemographic
Answer: (B) The rate of usage, i.e., light, medium, or heavy, is an example of usage behavior and is part of the behavioral segmentation category (B). Geographic segmentation deals with where people reside (A), demographic segmentation is dividing a market based on factors such as age, income, gender, and occupation (C). Psychographic segmentation breaks down a market based on users' lifestyles (D). Geodemographic segmentation (E) is also incorrect because it is a combination of answers (A) and (C).