Behavioral segmentation means division of buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.
Forms of Behavioral segmentation:
- Occasion marks a time of day, week, month, year, or other well defined temporal aspects of a customer’s life. Marketers can distinguish buyers according to the occasion when they develop a need, purchase a product, or use a product. Greetings Card are designed for different festival seasons and special occasion that triggers their buying, such as Christmas, New Year, birthdays. Occasion segmentation can help to expand product usage
- Benefis: not everyone who buys a product has the same needs or wants the same benefits from it. A shampoo for example, may offer various benefits, such as basic cleaning, conditioning, shine and bounce, dandruff control, or suitability for different hair types.
- User status: Every product has its' nonusers, ex-users, potential users, first time users, and regular users.
- Usage rate: Marketers can segment markets into light, medium, and heavy product users. Marketers would rather attract one heavy user than several light users.
- Loyalty Status: Marketers usually envision four based on brand loyalty status:
- Hard Core Loyal: Consumer who buys only one brand all the time.
- Split Loyal: Consumers who are loyal to two or three brands.
- Shifting Loyal: Consumers who shift loyalty from one brand to another.
- Switchers: Consumers who show no loyalty to any brand.
A company can learn a great deal by analyzing degrees of brand loyalty: Hard core loyal can help to identify the products’ strengths; Split loyal can show the firm which brand are most competitive with its own; and by looking at customers dropping its' brand, the company can learn about its' marketing weakness and attempt to correct them.
- Readiness to Buy: Some people are unaware of the product, some are aware, some are informed, some are interested, some desire the product, and some intend to buy. In case of product of services that consumers are not familiar with, marketers need to educate, inform, and persuade consumers so that they start accepting the new offer.
- Attitude Towards Product: Five customer attitudes towards product are; 1. Enthusiastic 2. Positive Attitude 3. Negative Attitude 4. Indifferent 5. Hostile. Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter. They thank enthusiastic voters and remind them to vote, reinforce those who are positively disposed, try to win the votes of indifferent voters, and spend no time trying to change the attitudes of negative and hostile voters.