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      Question

      When a bank studies how often customers use mobile

      banking to classify them into heavy, medium, and light users, it is performing:
      A Benefit segmentation Correct Answer Incorrect Answer
      B Geographic segmentation Correct Answer Incorrect Answer
      C Usage-rate segmentation Correct Answer Incorrect Answer
      D Income segmentation Correct Answer Incorrect Answer
      E Cultural segmentation Correct Answer Incorrect Answer

      Solution

      Usage-rate segmentation divides customers based on frequency of product use — heavy, medium, or light users.  Why Other Options Are Incorrect • A: Based on benefits sought. • B: Based on location. • D: Based on income. • E: Based on culture.  Banking Example: Heavy digital users targeted with premium digital plans.

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