The Facts On Behavioral Segmentation

By Leslie Griffith

Behavioral segmentation is a term that is commonly used in the industry of marketing. It involves the division of populations based on behavior. That is, the way in which a population responds to, knows or uses a product. The behaviors of consumers is often studied when it comes to marketing management because there are numerous considerations that most consumers take prior to making a decision about a product or service.

There are multiple components of segmentation. Buying on occasion is an example of one form. This mostly refers to items that are targeted based on occasion. Another form is benefits sought. Many products are targeted based on benefits that consumers seek out. Marketers are able to divide populations by benefits that the consumers look for.

Another form is loyalty. There are two main ways to grow businesses. First is to collect new customers and second is to retain existing customers. The more loyalty a consumer has to a product and service, the more the consumer base will grow. This is another behavior that marketers tend to target. Strategies employed for brand-loyal consumers is different than that applied for acquiring new consumers.

Usage rate is another thing considered. In commercial and residential segments, usage can be presented in form of lesser, heavy or moderate. Certain customers may be targeted by their usage. For instance, beauty salons may target customers who typically use personal care products on a regular basis and not those who do not use them.

Buyer readiness stage is a segment that is also commonly applied. With this, customers are grouped by their readiness to buy products. The segment is beneficial for monitoring and formulating marketing strategies of communication in order to get people to buy a brand or product. Purchase, preference, knowledge, awareness, liking and conviction are six major components of the buyer readiness stage.

Any product or service not targeted to the masses may utilize segmentation. This is known to be beneficial for niche products, which focus on needs and wants of consumers. The goal here, and in other marketing strategies, is to gain more information about consumers and use that to draft the most effective strategy for attracting, and keeping, customers. The techniques used will vary based on product, service, marketer and other similar factors.

Generally speaking, this is a form of market segmentation that is more focused on behavioral patterns. This process divides consumers in the market into groups that are based on their responses, uses, attitudes and knowledge of products. It involves the close study of patterns that are displayed by consumers when they make buying decisions. This also allows producers to alter and adapt marketing strategies and approaches to fit certain groups.

Behavioral segmentation is commonly used in marketing as a way to target customers. It is considered a type of market segmentation, with more detail on behaviors. It involves the division of the market based on consumers with similar needs. Through segmentation, producers are able to put together more effective strategies to reach those who are targeted. A lot is concerned with the behaviors of consumers, especially when making purchases and buyer decisions.

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