According Figure 9-5 above, heavy users are the most important segment to a fast-food restaurant because
a.
there are fewer numbers of them than any other segment.
b.
they represent the largest percentage of nonprospects.
c.
the usage index per person is highest for that segment.
d.
from a cost basis, they are the most easily identified user segment.
e.
they have the smallest consumption percentage.
Answer: the usage index per person is highest for that segment.