Question

What market segmentation category are these examples of: direct marketing, usage rate, product features, awareness/ intentions?

1) Demographic
2) Psychographic
3) Behavioral

Answer 1

These examples are related to Behavioral market segmentation.

Step-by-step explanation:

These examples are all related to Behavioral market segmentation.

1. Direct marketing involves targeting specific individuals or households based on their behavior or actions. For example, sending personalized emails or targeted advertisements based on past purchases.
2. Usage rate refers to how often a consumer uses a product or service. This can be used to segment the market and target heavy users or low-frequency users.
3. Product features relate to the specific characteristics or attributes of a product. Different product features may appeal to different segments of the market.
4. Awareness/intentions can also be used for market segmentation. This involves targeting individuals based on their level of awareness or interest in a product or service.

Based on these examples, it is clear that these fall under the category of Behavioral market segmentation.