Introduction to Market segmentation
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Behavioural segmentation divides the market into groups based on their knowledge, attitudes, uses and responses to the product.

The following are commonly applied behavioural segments

  1. OccasionsGroups individuals according to the occasions when they purchase, use or think of buying a product.
  2. Benefits SoughtGroups individuals according to the benefits they seek from the product.
  3. Usage RateGroups individuals according to the level of usage they make of the product, be it Heavy, Medium or Light usage.
  4. User StatusGroups individuals according to wether they are non-users, potential users, first-time users, regular users, or ex-users of a product
  5. Loyalty StatusGroups individuals according to their level of loyalty to the product. ‘Hard core loyals’ always purchase the product / brand in question. Whilst ‘Soft core loyals’ will sometimes purchase another brand, and ‘Switchers’ will not specifically seek out a particular brand, but rather purchase the brand available to them at time of need, or that which was on sale.
  6. Buyer Readiness StageGroups individuals according to their readiness to purchase the product. This segmentation model is particularly useful in formulating and monitoring the marketing communication strategies employed to move consumers towards purchase of a product or brand.

    Stages in Buyer-Readiness
    Stage Description
    Awareness At the launch of a new product, the target market may not even be aware that the product exists, even established products seeking to enter new segments of the market may need to raise awareness of both their company and their product. The now infamous Benetton promotion campaigns had as one of their objectives, raising awareness of the Benetton brand, and what ever you think of the methods the company used, the fact remains that Benetton became one of the 5 most recognised brands in the world.

    

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