Behavioural Segmentation

Question 1

Behavioural Segmentation

Answer 1

Purchase Occasions
Benefits Sought
User Status
Usage Rate
Loyalty Status
Buyer Readiness stage
Attitude towards the product

Question 2

Purchase Occasions

Answer 2

Some buyers may use a product regularly while others may use it only on special occasions.

Question 3

Benefits Sought

Answer 3

Some market segments may be specific in what benefits they seek when buying a specific product.

Question 4

User Status

Answer 4

consumers can be segmented into groups consisting of non users, ex users, regular users and potential users.
A balanced approach would be to focus on regular as well as potential users.
Regular users guarantee survival short to medium term, potential users who can be enticed to become users represents future growth.

Question 5

Usage Rate

Answer 5

Marketers can make provision for different market segments based on how frequently buyers purchase their products.
Regular users should receive special attention by marketers.

Question 6

Loyalty Status

Answer 6

Consumers vary in the degree of loyalty they have towards the organisation or its brand names.

Question 7

Buyer Readiness stage

Answer 7

Different marketing approaches have to be followed, depending on the consumers readiness to buy.

Question 8

Attitude towards the product

Answer 8

By segmenting customers according to their attitude towards the product, a company can increase its marketing productivity.