Each Time a Grocery Shopper Swipes His or Her Loyalty

Multiple Choice

Each time a grocery shopper swipes his or her loyalty card,the store collects information about the shopper's purchasing habits,including their product preferences.One multi-national supermarket chain takes the aggregate data and splits consumers into groups based on apparent similarities in product choices.Each group is given an evocative name such as Finer Foods (people who enjoy luxury productions and are willing to experiment) ;Healthy Choices (people who are interested in organic produce,low fat / low carb options) ;Traditionalists (those who rely on fixed shopping list) and Convenience (those who are busy,regard food as fuel and rely on ready-prepared foodstuffs) .In this example,the supermarket chain is using its database for which of the following activities?

A) to deepen customer loyalty
B) to reactivate lapsed members
C) data warehousing
D) market segmentation
E) inventory analysis