In marketing, behavioral segmentation is the division of the market into parts that will be based on certain patterns and interests that these groups would have in common. This is a very important aspect of marketing because if one does not know his target segment, he will not be able to push his product. Here are a few tips that may help in this division.
Now one of the most common ways to divide a market would be to divide them by when they would most likely buy the product. Entrepreneurs have to observe this as customers will only buy a certain product at a certain time of the day, certain time of the month, or on a certain holiday. So when pushing a product, he has to think about when the buyer will want to buy it.
Now another way to group the market would be by what they would want in a product. Of course each customer would have different interests when it comes to products. The marketer has to find the group of people that would share the same interests when it comes to the products so that he will know how to market the benefits and features.
Now purchasing power is yet another very important thing to take note of as it is one of the determining powers as to whether a customer would buy a product or not. For example, if one is pushing a luxury product, then it is targeted to the high income bracket. If the product is rather low priced, then most likely it would be targeted to the mass market because everyone can afford it.
Another way to be able to group the buyers would be on their product usage rate. The consumers will be grouped as to how much they use the product whether they use it all the time, rarely, or just at certain times. By making a group using this method, the marketer will be able to know which group he should focus on.
There would also be the method wherein one could group customers according to what kind of buyers they are. He can group them into categories such as regular buyers, non users, or even prospective users. To go even deeper, one may categorize them even as former users of the product or even first time users who have only tried using the product just once in their entire life.
Now the loyalty segmentation would be connected to the previous method at it also indicates what kind of buyer the customer is. Now one may actually group buyers according to how loyal they are to the brand whether they are loyal customers or not very loyal customers. The not very loyal ones would have the tendency to switch brands easily.
Now as one can see, there are many ways to do this kind of thing. Now take note that this is a very important aspect of marketing because it gives the product direction. If a marketer knows how to target properly, then he will be able to sell his product very well.
Now one of the most common ways to divide a market would be to divide them by when they would most likely buy the product. Entrepreneurs have to observe this as customers will only buy a certain product at a certain time of the day, certain time of the month, or on a certain holiday. So when pushing a product, he has to think about when the buyer will want to buy it.
Now another way to group the market would be by what they would want in a product. Of course each customer would have different interests when it comes to products. The marketer has to find the group of people that would share the same interests when it comes to the products so that he will know how to market the benefits and features.
Now purchasing power is yet another very important thing to take note of as it is one of the determining powers as to whether a customer would buy a product or not. For example, if one is pushing a luxury product, then it is targeted to the high income bracket. If the product is rather low priced, then most likely it would be targeted to the mass market because everyone can afford it.
Another way to be able to group the buyers would be on their product usage rate. The consumers will be grouped as to how much they use the product whether they use it all the time, rarely, or just at certain times. By making a group using this method, the marketer will be able to know which group he should focus on.
There would also be the method wherein one could group customers according to what kind of buyers they are. He can group them into categories such as regular buyers, non users, or even prospective users. To go even deeper, one may categorize them even as former users of the product or even first time users who have only tried using the product just once in their entire life.
Now the loyalty segmentation would be connected to the previous method at it also indicates what kind of buyer the customer is. Now one may actually group buyers according to how loyal they are to the brand whether they are loyal customers or not very loyal customers. The not very loyal ones would have the tendency to switch brands easily.
Now as one can see, there are many ways to do this kind of thing. Now take note that this is a very important aspect of marketing because it gives the product direction. If a marketer knows how to target properly, then he will be able to sell his product very well.
About the Author:
QDI Strategies offers behavioral segmentation services that you can depend on. We are an international marketing consulting firm with a reputation for developing actionable strategies, and you can find us online at http://www.qdistrategies.com today.