1. WHAT
IS
BEHAVIOURAL SEGMENTATION?

2. What is Behavioural Segmentation?
Behavioural Segmentation is a more focused subset of market
segmentation that identifies and analyses
the specific behavioural patterns of consumer groups.
This enables vendors to know their customers better
and to target their marketing strategies more precisely.

3. 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:
OCCASIONS
BENEFITS SOUGHT
LOYALTY
USAGE RATE

4. What is Behavioural Segmentation?
OCCASIONS
This addresses time-sensitive demand for products, be it seasonal, or
related to specific dates in the calendar, such as
Christmas, Ramadan, and the back-to-school period in early autumn.
A good example of this is medications that are sold as cold remedies
during winter, and then re-purposed as hayfever relief during the summer.

5. What is Behavioural Segmentation?
BENEFITS SOUGHT
This variable addresses the fact that different customers will seek different
attributes from a product.
An obvious example of this kind of behavioural segmentation
is shampoo, which serves broadly the same purpose,
but is marketed differently towards customers
who have dry hair, greasy hair, coloured or damaged hair.

6. What is Behavioural Segmentation?
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7. What is Behavioural Segmentation?
LOYALTY
Customer loyalty varies considerably across the spectrum of products
and services.
Not to mention the different behavioural segments, a good
marketing 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.

8. What is Behavioural Segmentation?
USAGE RATE
This variable may sometimes overlap with brand loyalty, as it looks at the
rate and regularity at which consumers use a product or access a service.
Marketing consultants analysing demand for a product in terms of
behavioural segmentation may find that it is divided distinctly between
those customers who use the product heavily or frequently, and those
who are no less loyal, but only use the product occasionally.

9. What is Behavioural Segmentation?
CONCLUSION
Behavioural 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 their
understanding of a product’s reach, enabling them to refine their
marketing strategy and, ultimately, to sell more units.

10. What is Behavioural Segmentation?
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