behavioural segmentation Flashcards
Kotler
how people/customers behave
behavioural market segmentation is…
dividing the market into segments according to how people behave, in relation to the product/service OR more general behaviour that correlates with particular demands for products/services
behavioural segmentation variables
benefits sought, user status, usage rate, loyalty status, use occasion, buyer readiness stage
some say that benefits sought is…
important enough to be a 5th basis for market segmentation, some say, in essence, it is market segmentation
benefits sought is often used to…
segment industrial markets: buying professionals are rational buyers
example fo benefits sought
buying a bicycle
benefits sought is particularly useful when.
the customer is being especially rational
benefits sought involves…
segmenting based on the benefits that the customers can see
use status is:
segmentation according to what the customer is in terms of how often they use the product/service
the view fo user status is…
to turn all consumers into frequent users
non-user
never used the product
occasional user
not a part of their everyday life
frequent user
heaviest user of the product,aprt fo everyday life
lapsed user
used to use product, but not anymore
example of user status
example of user status
Kellogg’s corn flakes: most users are lapsed: advert shows people being ‘forced’ to eat them… ‘have you forgotten how good they taste?’
Usage rate is
segmentation according to how much the customer consumes
example of usage rate
US beer: targeted heavy users: ‘ours is the beer to drink if you’re having more than one
loyalty status is
segmentation according to loyalty to the brand, product, company or store
loyalty status is more
complex, and you can’t classify people into loyal or not loyal
with loyalty status you are not….
classifying the person, but classifying an interaction between a person and a particular product
loyalty status is useful for…
brand consumption patterns and because you put a lot of time into segmenting
loyalty status segments
hard core loyal, soft core loyal, switchers
use occasion is
use occasion is
segmentation according to when, where or how the customer uses the product
use occasion is a good way to…
identify latent/incipient segments
use occasion has a potential power to..
transform the success of your product
example use occasion
potato crisps: Golden Wonder brand thought of selling in sweet shops: tapped into incipient segment and sales rocketed
buyer readiness stage: 2 themes
diffusion of innovations/hierarchy of effects
buyer readiness stages
unaware, awareness, knowledge, liking, buying intention
buyer readiness stage is based on the idea that…
when we buy products, we have to go through different mental stages (at different speeds)
Diffusion of innovations person
Rogers
diffusion of innovations
noticed that when you introduce a new product to the market no everyone adapts at the same speed
buyer readiness stage is useful in…
innovations marketing e.g. latest high-tech consumer product
