What is often a characteristic of heavy users in market segmentation?

Heavy users in market segmentation are often characterized by their strong brand loyalty. This means that they consistently choose a particular brand over others, appreciating the associated benefits and identifying closely with that brand's values and image.

Brand loyalty among heavy users is critical for marketers because these customers are likely to make repeat purchases and can contribute significantly to a company's revenue. They not only buy more frequently but also often influence others through word-of-mouth recommendations and can serve as brand advocates.

In contrast, the other characteristics mentioned—such as requiring more communication, being price-sensitive, or comparing multiple products—are typically associated with lighter users or those who are still in the exploration phase of their purchasing journey. Heavy users generally have established their preferences, leading them to be less influenced by price fluctuations or competing products.