Abstract
What distinguishes heavy and non-heavy users, and which sub-segment of non-heavy users exhibits a stronger potential to become heavy-users? The study selected yogurt cups as an example of a Fast Moving Consumer Good (FMCG) for examination. Attitude towards the product is the most dominant factor in distinguishing heavy from non-heavy yogurt cups users. The congruence of product benefits with general healthy behavior and belief was the second runner-up. In addition, growth opportunities could be found in the sub-segment of heavy users, too. The sub-segmentation approach, therefore, could provide guidance for sizable growth for marketers. It could also help them to better allocate resources. Marketers could apply this concept to identify business opportunities from current customers as it may be easier or more economical to convince current customers to consume more than to acquire new customers.
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