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Volume segmentation splits a market on which basis?
AThe lifestyle and the personality of each buyer
BThe region and the climate where buyers live
CThe benefit that the product delivers to buyers
DThe amount of the product that is purchased
Answer & Solution
Correct answer: D. The amount of the product that is purchased
1. Volume segmentation is based on the amount of the product purchased.
2. Almost every product has heavy, moderate and light users as well as nonusers.
3. Firms often aim the marketing mix at the heavy-user segment.
4. Lifestyle, region and benefit define the other three forms of segmentation.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.5 Market Segmentation_
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