Friday, November 15, 2013
General Information On Behavioral Segmentation
By Leslie Griffith
Behavioral segmentation is often used in the field of marketing. This term refers to the dividing of populations by behavior. These divisions are often based on how a population uses, responds or knows particular products. Consumer behavior is a topic often assessed in marketing because numerous considerations are made by consumers prior to their commitment to a product or service.
There are different forms of segmentation. Buying for occasions is one of the forms, as certain products are targeted based on occasions. There is also the benefits sought. There are numerous products that are targeted based on benefits sought by customers. Marketers are able to divide populations by the benefits that they seek from a product.
Loyalty is another form that is factored in. There are two primary ways in which businesses grow. They do this by collecting new consumers and retaining existing ones. The higher the loyalty a customer has for a service or product, the higher the consumer base is expected to increase. This is just one other behavior that most marketers tend to focus on. The strategies that are used for brand-loyal customers may differ from those applied for getting new customers.
Usage rate is important as well. In both commercial and residential segments, usage is rated as heavy, moderate or lesser. Customers are often targeted based on their perceived or calculated usage. For instance, beauty facilities might be more likely to target consumers known to buy and utilize personal care products on a regular basis and avoid customers who do not use these kinds of products frequently.
Another segment that is commonly employed is buyer readiness stage. Consumers are grouped based on their readiness to purchase various products. This segment is particularly helpful in regards to formulating and monitoring marketing strategies of communication to get customers to buy a product or brand. The main components of readiness: purchase, conviction, preference, liking, knowledge and awareness.
Any kind of product or service that is not targeted toward the entire population or masses may employ this. This is also beneficial for niche products. These items are known to focus on the wants and needs of customers. The main objective, with this and other forms of marketing, is to learn more about the consumer and use that knowledge in order to implement the best strategy for bringing in, and keeping, consumers. The strategy taken with this will vary from marketer to marketer, service to service, and product to product.
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 used commonly in marketing to target certain consumers. It is recognized as a form of market segmentation. Essentially, it involves dividing the market into various groups of consumers who have similar needs. Through this, producers are able to create more effective approaches to reaching target consumers based on their desires and needs. Great emphasis is on the behaviors of customers, particularly when it comes to making decisions and purchases.
There are different forms of segmentation. Buying for occasions is one of the forms, as certain products are targeted based on occasions. There is also the benefits sought. There are numerous products that are targeted based on benefits sought by customers. Marketers are able to divide populations by the benefits that they seek from a product.
Loyalty is another form that is factored in. There are two primary ways in which businesses grow. They do this by collecting new consumers and retaining existing ones. The higher the loyalty a customer has for a service or product, the higher the consumer base is expected to increase. This is just one other behavior that most marketers tend to focus on. The strategies that are used for brand-loyal customers may differ from those applied for getting new customers.
Usage rate is important as well. In both commercial and residential segments, usage is rated as heavy, moderate or lesser. Customers are often targeted based on their perceived or calculated usage. For instance, beauty facilities might be more likely to target consumers known to buy and utilize personal care products on a regular basis and avoid customers who do not use these kinds of products frequently.
Another segment that is commonly employed is buyer readiness stage. Consumers are grouped based on their readiness to purchase various products. This segment is particularly helpful in regards to formulating and monitoring marketing strategies of communication to get customers to buy a product or brand. The main components of readiness: purchase, conviction, preference, liking, knowledge and awareness.
Any kind of product or service that is not targeted toward the entire population or masses may employ this. This is also beneficial for niche products. These items are known to focus on the wants and needs of customers. The main objective, with this and other forms of marketing, is to learn more about the consumer and use that knowledge in order to implement the best strategy for bringing in, and keeping, consumers. The strategy taken with this will vary from marketer to marketer, service to service, and product to product.
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 used commonly in marketing to target certain consumers. It is recognized as a form of market segmentation. Essentially, it involves dividing the market into various groups of consumers who have similar needs. Through this, producers are able to create more effective approaches to reaching target consumers based on their desires and needs. Great emphasis is on the behaviors of customers, particularly when it comes to making decisions and purchases.
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