Lesson eLearning

A travel agency segments its customers based on the number of trips taken per year. Which segmentation variable is it using?

medium 1 mark Class 12 · Business Studies · Marketing Management
Answer
Behavioural segmentation (purchase frequency).

The correct answer is Behavioural segmentation (purchase frequency). — Hence it is behavioural segmentation, specifically purchase frequency.

Step-by-step solution

  1. Identify the segmentation variable used: number of trips per year.
  2. This variable describes customer behaviour rather than demographic or psychographic traits.
  3. Hence it is behavioural segmentation, specifically purchase frequency.
Common mistake: Confusing behavioural with demographic segmentation.

Concept tested: Segmentation variables

Published · How this solution was prepared and checked

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