Airlines have developed frequent-flier programs to encourage passengers to use the same airline repeatedly.

This segmentation technique focuses on:

a) benefits sought

b) usage rate

c) product awareness

d) buyer intentions

e) buying condition

The correct answer is letter "B": usage rate.

Explanation:

The usage rate of a product reflects how often individuals would consume the same product. The rate studies customers' behavior and their buying patterns to give businesses an idea of how often they could make a profit out of the pockets of one consumer. Then, firms direct their efforts to increase that rate by offering their clients additional services that might make the product appealing for repurchase.