Author: Jim Riley Last updated: Sunday 23 September, 2012
Behavioural segmentation divides customers into groups based
on the way they respond to, use or know of a product.
Behavioural segments can group consumers in terms of:
When a product is consumed or purchased. For example, cereals
have traditionally been marketed as a breakfast-related product. Kelloggs
have always encouraged consumers to eat breakfast cereals on the "occasion"
of getting up. More recently, they have tried to extend the consumption of
cereals by promoting the product as an ideal, anytime snack food.
Some markets can be segmented into light, medium and heavy
Loyal consumers - those who buy one brand all or most of
the time - are valuable customers. Many companies try to segment their markets
into those where loyal customers can be found and retained compared with
segments where customers rarely display any product loyalty.
An important form of behavioural segmentation. Benefit
segmentation requires Marketers to understand and find the main benefits
for in a product. An excellent example is the toothpaste market where research
has found four main "benefit segments" - economic; medicinal,
cosmetic and taste.