Which of the following is NOT a base of product-related segmentation?

Correct option is C

Product-related segmentation involves dividing the market based on consumer behaviors or relationships specifically linked to the product. These bases often include:

• Usage rate or consumption of the product (e.g., heavy, moderate, light users)

• Loyalty status (e.g., brand loyal, switchers)

• Product use situations (e.g., morning use, festive use, professional use)

These criteria directly reflect how consumers interact with the product—whether they use it frequently, how loyal they are, or when and how they use it.

However, decision criteria for product evaluation (e.g., quality, price, brand reputation, durability, etc.) refers to the factors a consumer considers before buying, and is more related to cognitive decision-making processes or benefit segmentation, not product-related segmentation as defined behaviorally or functionally.

Information Booster:

• Decision criteria for product evaluation include personal preferences, beliefs, and values consumers use when comparing alternatives.

• It falls under psychographic or benefit segmentation, focusing on the why behind a purchase, not how the product is used or consumed.

• It is valuable in marketing strategy development but is not a core product-related segmentation base.

• This criterion is subjective and psychological, not observable directly through consumer-product interaction.

Additional Knowledge:

(a) Consumption of the product

• This is a key base of product-related segmentation.

• Categorizes consumers into heavy, medium, or light users.

• Helps marketers identify high-value customers and tailor promotions accordingly.

(b) Loyalty for the product

• Refers to the repeated preference a consumer shows for a brand or product.

• Loyalty segmentation can identify hardcore loyalists, split loyal, or switchers, helping marketers design retention strategies.

(d) Product use situations

• Segmentation based on where, when, or how a product is used (e.g., at work vs. home, daily vs. occasional use).

• Enables brands to tailor offerings to specific usage contexts, enhancing relevance.