behavioural segmentation

Question 1

Kotler

Answer 1

how people/customers behave

Question 2

behavioural market segmentation is…

Answer 2

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

Question 3

behavioural segmentation variables

Answer 3

benefits sought, user status, usage rate, loyalty status, use occasion, buyer readiness stage

Question 4

some say that benefits sought is…

Answer 4

important enough to be a 5th basis for market segmentation, some say, in essence, it is market segmentation

Question 5

benefits sought is often used to…

Answer 5

segment industrial markets: buying professionals are rational buyers

Question 6

example fo benefits sought

Answer 6

buying a bicycle

Question 7

benefits sought is particularly useful when.

Answer 7

the customer is being especially rational

Question 8

benefits sought involves…

Answer 8

segmenting based on the benefits that the customers can see

Question 9

use status is:

Answer 9

segmentation according to what the customer is in terms of how often they use the product/service

Question 10

the view fo user status is…

Answer 10

to turn all consumers into frequent users

Question 11

non-user

Answer 11

never used the product

Question 12

occasional user

Answer 12

not a part of their everyday life

Question 13

frequent user

Answer 13

heaviest user of the product,aprt fo everyday life

Question 14

lapsed user

Answer 14

used to use product, but not anymore

Question 15

example of user status

Answer 15

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?’

Question 16

Usage rate is

Answer 16

segmentation according to how much the customer consumes

Question 17

example of usage rate

Answer 17

US beer: targeted heavy users: ‘ours is the beer to drink if you’re having more than one

Question 18

loyalty status is

Answer 18

segmentation according to loyalty to the brand, product, company or store

Question 19

loyalty status is more

Answer 19

complex, and you can’t classify people into loyal or not loyal

Question 20

with loyalty status you are not….

Answer 20

classifying the person, but classifying an interaction between a person and a particular product

Question 21

loyalty status is useful for…

Answer 21

brand consumption patterns and because you put a lot of time into segmenting

Question 22

loyalty status segments

Answer 22

hard core loyal, soft core loyal, switchers

Question 23

use occasion is

Answer 23

use occasion is

segmentation according to when, where or how the customer uses the product

Question 24

use occasion is a good way to…

Answer 24

identify latent/incipient segments

Question 25

use occasion has a potential power to..

Answer 25

transform the success of your product

Question 26

example use occasion

Answer 26

potato crisps: Golden Wonder brand thought of selling in sweet shops: tapped into incipient segment and sales rocketed

Question 27

buyer readiness stage: 2 themes

Answer 27

diffusion of innovations/hierarchy of effects

Question 28

buyer readiness stages

Answer 28

unaware, awareness, knowledge, liking, buying intention

Question 29

buyer readiness stage is based on the idea that…

Answer 29

when we buy products, we have to go through different mental stages (at different speeds)

Question 30

Diffusion of innovations person

Answer 30

Rogers

Question 31

diffusion of innovations

Answer 31

noticed that when you introduce a new product to the market no everyone adapts at the same speed

Question 32

buyer readiness stage is useful in…

Answer 32

innovations marketing e.g. latest high-tech consumer product