What Is Behavior Segmentation?

Behavioral segmentation refers to grouping buyers into groups based on their understanding of the product, attitude, use, and response. Many marketers consider behavioral variables to be the best starting point for building a market segment ^[1]

Behavioral segmentation

Right!

Behavioral segmentation refers to grouping buyers into groups based on their understanding of the product, attitude, use, and response. Many marketers believe that behavioral variables are the best starting point for building a market segment ^[1]

Chinese name

Behavioral segmentation

Foreign name

Behavioristic segmentation

There are many variables in consumer behavior, including the degree to which a consumer enters the market, when to buy or use a product, the number of consumers, and the degree of loyalty to a brand or store.

1. According to the degree of consumers entering the market, consumers of a product can be divided into different groups such as regular buyers, first-time buyers, and potential buyers.

2. Segment the market by the number of consumption, which can further subdivide the frequent buyers of many products into three consumer groups: large number of users, medium number of users, and small number of users.

3. According to brand preferences, consumers of a product can be divided into: single brand loyalty, several brand loyalty, and no brand preference.

The market segments for behavioral variables include

1. Timing of purchase. Consumers are divided into different groups based on the timing of their needs, purchases and use of products. For example, city bus transportation companies can divide different market segments and formulate different marketing strategies based on the characteristics of passenger demand during peak and non-peak hours; companies that produce refreshing summer drinks such as Guozhen can Different tastes of Guozhen beverages throughout the year divide consumers in the Guozhen market into different submarkets.

2. Pursue benefits. Consumers always buy a product to solve a certain problem and meet a certain need. However, the benefits provided by products are often not single, but multifaceted. Consumers' pursuit of these benefits is sometimes focused, such as the pursuit of economical and inexpensive purchase of watches, some of the pursuit of durability and reliability and ease of use and maintenance, while others are biased towards the use of social status foot.

3. User status. Segment the market based on whether the customer is using it or not. It can usually be divided into: frequent buyers; first-time buyers; potential buyers; non-purchasers. Large companies tend to focus on turning potential users into actual users, while smaller companies focus on maintaining existing users and trying to attract customers who use competing products to use our products.

4. Use ^[2] quantity. Segment the market based on the number of consumers using a product. Can be divided into a large number of users, moderate users and light users. The number of large users may not be large, but their consumption accounts for a large proportion of the total consumption. A company in the United States found that 80% of American beer was consumed by 50% of customers, and the other half consumed only 12% of the total consumption. Therefore, beer companies would rather attract heavy beer drinkers than give up light beer drinkers and target heavy beer drinkers as the target market. The company further learned that a large number of beer drinkers are mostly workers, aged between 25 and 50 years old, like to watch sports programs and watch TV for no less than 3--5 hours a day. Obviously, based on this information, companies can greatly improve their strategies in terms of pricing, advertising, etc.

5. Brand loyalty. Companies can also segment the market based on consumer loyalty to the product. Some consumers change brands often, while others focus on one or a few brands over a longer period. By understanding consumer brand loyalty and the various behavioral and psychological characteristics of brand loyalty and brand converters, not only can it provide a foundation for business segmentation, but also help companies understand why some consumers are loyal to their business products, and Other consumers are loyal to the products of competing companies, which provides inspiration for companies to choose their target markets.

6. Preparation stage for purchase. Consumers' knowledge of various products often varies from person to person. Some consumers may have a need for a product, but they do not know the existence of the product; while some consumers already know the existence of the product, they still have doubts about the value and stability of the product; others Or they may be considering buying. For consumer groups at different purchase stages, companies segment the market and use different marketing strategies.

7. Attitude. Enterprises can also segment the market based on the customer's enthusiasm for the product in the market. Different consumers may have very different attitudes toward the same product. Some people like to be positive, some are negative, and others are indifferent, neither positive nor negative. Market segmentation for consumer groups with different attitudes should be different in terms of advertising and promotion.