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Why might a firm aim its marketing mix at the heavy-user segment?
AHeavy users often account for a large share of sales
BHeavy users are the cheapest group to reach by mail
CHeavy users are always the wealthiest group of buyers
DHeavy users switch brands less often than light ones
Answer & Solution
Correct answer: A. Heavy users often account for a large share of sales
1. Volume segmentation sorts buyers into heavy, moderate and light users plus nonusers.
2. Heavy users often account for a very large portion of the sales of a product.
3. A firm can therefore reach a big share of sales by targeting a small share of buyers.
4. Heavy shoppers also visit each outlet more often and spend more on every trip.
5. Nothing says heavy users are cheaper to reach or wealthier than other buyers.
6. Brand loyalty is a separate matter and is not what defines a heavy user.
_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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