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Behavioural Segmentation

We will now explore what is meant by behavioural segmentation.
A bag with items spilling out of it - sunglasses, wallet, pen and notebook, perfume

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.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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