Question

In the Chase case, Chase segmented customers based on the types of rewards they preferred. Which segmentation strategy does Chase use?

Answer 1

Answer:

The answer is behavioural segmentation

Explanation:

Behavioral Segmentation is a form of customer segmentation that divides consumers according to behavior patterns as they interact with a company. One of the objectives is to understand how to address the particular needs and desires of customer groups..

It helps us to analyze how consumers used their cards and how much they valued rewards. We have benefit-seeking buyers, Loyalty-oriented purchasing etc