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What Is Behavioural Segmentation?

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Behavioural segmentation is a more focused subset of market segmentation that identifies and analyses the specific behavioural patterns of consumer groups, enabling vendors to know their customers better and to target their marketing strategies more precisely...

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What Is Behavioural Segmentation?

  1. 1. WHAT IS BEHAVIOURAL SEGMENTATION?
  2. 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. 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. 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. 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. 6. What is Behavioural Segmentation? AREYOUAMARKETINGCONSULTANT? REGISTER FOR FREE www.mbaco.com info@mbaco.com
  7. 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. 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. 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. 10. What is Behavioural Segmentation? DON'T FORGET TO FOLLOW US

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