Which of the following is true of usage-rate segmentation?   a. Heavy users often change their preferences.   b. Categories of products do not vary with the product in user-rate segmentation.   c. It groups potential customers on the basis of their personality, motives, and lifestyles.   d. It may include former users, potential users, first-time users, light or irregular users, medium users, and heavy users.

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Perception in Marketing

In marketing, perception is referred to as the meaningful information, awareness, impressions, and opinions that the consumers have for the products, services, reputation, and values of a firm. In simple terms, perception is the way the firm is viewed and understood by the consumers from the information gathered and available to them.