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WHATIS
BEHAVIOURAL SEGMENTATION?
What is Behavioural Segmentation?
Behavioural Segmentation is a more focused subset of marketsegmentation that identifies and analyses
the specific behavioural patterns of consumer groups.
This enables vendors to know their customers betterand to target their marketing strategies more precisely.
What is Behavioural Segmentation?
In delineating certain types of behavioural segmentation,
and deciding whether it is viable from a marketing perspective,
marketing consultants will generally look at the following variables:
OCCASIONSBENEFITS SOUGHT
LOYALTYUSAGE RATE
What is Behavioural Segmentation?
OCCASIONSThis addresses time-sensitive demand for products, be it seasonal, or
related to specific dates in the calendar, such asChristmas, Ramadan, and the back-to-school period in early autumn.
A good example of this is medications that are sold as cold remediesduring winter, and then re-purposed as hayfever relief during the summer.
What is Behavioural Segmentation?
BENEFITS SOUGHTThis variable addresses the fact that different customers will seek different
attributes from a product.
An obvious example of this kind of behavioural segmentationis shampoo, which serves broadly the same purpose,
but is marketed differently towards customerswho have dry hair, greasy hair, coloured or damaged hair.
What is Behavioural Segmentation?
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What is Behavioural Segmentation?
LOYALTYCustomer loyalty varies considerably across the spectrum of products
and services.
Not to mention the different behavioural segments, a goodmarketing consultant will be alert to the ways in which a
company’s marketing strategy can be directed,
depending on the typical loyalty rate of a customer behavioural segment.
What is Behavioural Segmentation?
USAGE RATEThis variable may sometimes overlap with brand loyalty, as it looks at therate and regularity at which consumers use a product or access a service.
Marketing consultants analysing demand for a product in terms ofbehavioural segmentation may find that it is divided distinctly betweenthose customers who use the product heavily or frequently, and those
who are no less loyal, but only use the product occasionally.
What is Behavioural Segmentation?
CONCLUSIONBehavioural segmentation can be an invaluable means of getting under
the skin of the consumer.
It's an ideal tool for marketing consultants wishing to increase theirunderstanding of a product’s reach, enabling them to refine their
marketing strategy and, ultimately, to sell more units.
What is Behavioural Segmentation?
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