What is the purpose of usage segmentation in marketing?

Usage segmentation in marketing focuses on categorizing consumers based on how they use a product or service. This approach helps businesses understand the different purposes for which their offerings are utilized, allowing for tailored marketing strategies that address specific consumer needs. By recognizing the various ways consumers engage with a product—such as frequency of use, occasion, or intensity—companies can create targeted campaigns that resonate with different segments, ultimately driving sales and improving customer satisfaction.

The other options address different aspects of market analysis but do not directly pertain to usage segmentation. Identifying demographics involves understanding the characteristics of a consumer group, which is broader than usage patterns. Understanding purchasing habits relates to consumer behavior but does not specifically focus on the context or reasons behind product usage. Analyzing market trends over time offers insights into the overall market landscape but does not provide the same granularity regarding individual consumer product use as usage segmentation does.