Behavioural Segmentation

Behavioural segmentation divides customers into segments based on their knowledge, attitudes, beliefs, values, purchase behaviour, and product usage. When customers are looking to get different benefits from a product, it is useful to understand the underlying motivations for that behaviour. It could be that the pricing is driving certain groups while other may consider the health or environmental benefits from purchasing a particular item.

Another way to segment is to consider the purchase occasion when a product is bought. A service may be bought as a result of an emergency (plumber service), as a gift (store vouchers, gadgets, toys), expiration of a contract (mobile phone), special occasions like birthday or Christmas (jewellery, more expensive or luxury items), self-care (beauty or massage treatment).

Finally, we look at a concept from previous lessons – when is the product purchased relative to its launch – are our customers innovators and early adopters, or majority and laggards. This segmentation is based on the persons, beliefs, perceptions, values, and attitudes to risk.