Starting in February and ending sometime in late April, department stores promote the fact that they stock a wide range of forma
l attire for high school proms. The dresses and tuxedos are available year-round, but the heaviest promotion of these products occurs in spring, when most proms are held. This spring promotion to high school students is based primarily on ________.
Explanation:
The segmentation on the occasion of use and purchase that focuses on the analysis of situations in which the consumer is inclined to purchase or consume a certain product. This approach provides an understanding of the consumer's individual needs, behaviors and values according to different occasions of use.
