Usage patterns/frequency of use

How often consumers purchase particular products and services and the way, or the occasion for their use is another way that consumer markets can be segmented. For example, the services purchased for a ‘stag’ or ‘hen’ party relate to a specific ‘purchase occasion’ and it is easy to see that these users are likely to have different values and needs to that of frequent or heavy users of those same services.

This method of dividing consumers according to the type of use and type of consumer is frequently used by hotels. Specific ‘purchase occasions’ (such as Leisure; Business; Convention; Special occasion; Overnight; Short break; Long term; Restaurant; Banquet; Events and meetings; Bar) are often used in their marketing material and are designed to appeal to these pre-determined user categorisations.