Jackie is interested in predicting what special events result in higher demand for chocolate candy. She should conduct behavioral segmentation based on

Answer: Occasion response. Dividing customers into groups based on their response to a product is behavioral segmentation. Customers are grouped into categories according to what they are looking for in a product and why they buy the product. By studying the occasion responses of customers (when they purchase a product, especially for an event such as a wedding, birthday, graduation, etc.), marketers can predict what special events result in demand for products. Segmentation on the basis of usage rate classifies customers as heavy, moderate, light, or nonusers of a product. Customers can also be classified based on the benefits they desire from a product or the devotion and loyalty they feel for a product.

When marketers sort customers psychographically, they divide them by

Answer: Lifestyle habits. When marketers sort customers psychographically, they divide them by lifestyle habits. Likeable traits are the positive aspects of their personalities—thus, a portion of another psychographic segmentation element. Level of education is a characteristic of demographic segmentation. Loyalty to a brand is examined during behavioral segmentation.

Geographic segmentation is dividing a market by where customers are

Answer: Living. Geographic segmentation is dividing a market by where customers are living. Customers may or may not have been born and educated where they currently live. Also, they may or may not work in the same area in which they live, as demonstrated by those who live near a state border and work in the next state.

The customer characteristic that reflects where customers fit in the day-to-day buying routine is known as

Answer: Life stage. Though socioeconomic status, origin/heritage, and personal belief all affect customer purchases, it is life stage (where the customer is in his or her life) that determines how s/he fits into the day-to-day buying routine.