Consumers have a lot of similarities among them. The differences are also many and significant. Having differences of opinion, preferences and tastes is part of human nature. We have differences in our genetic make-up, our cultural practices, religious beliefs and so on. In the same way, we view services and products that have been placed up for sale. In behavioral segmentation, the marketer divides their pool of customers into smaller groups based on their differences and similarities.
The traditional way of marketing is rather straightforward but has poor returns. The marketing involves targeting the entire pool of consumers regardless of any differences that exist between them. The marketer sends out a message to all the potential consumers in the hope of reaching out to willing buyers. This is different from the segmentation approach where different groups of customers are treated differently depending on their specific demands.
There are many types of behaviors that are used in subdividing the market. One of the behaviors that are used is product loyalty. There is a variation in the degree of loyalty that exists for different products and services among customers. The business can conduct research to establish the type of customers that are most loyal to a certain product and the reasons that contribute this kind of loyalty. Those with a low level of loyalty should also be identified and similarly, the reasons behind this should be identified.
The other way to achieve the subdivision is to use the benefits sought as the guideline. Even for the same product, consumers do not always look for the same things. It is important to be aware of the different reasons that will make consumers demand for your goods. If the different segments are large enough then it may be necessary to modify the product in a manner that helps each consumer maximize on the benefits.
Occasional buying is the buying of goods in high quantities during certain occasions. For example, Christians tend to buy more religious based gifts during the Easter and Christmas festivities. Chocolates are reported to be on high demanded during festivals. By knowing what products are demanded on given occasions and by which groups of customers, the suppliers will position themselves to ensure that the demanded products are made available in timely fashion.
Usage rate refers to the number of times that a client uses a given product within a specified period of time. The rate is a reflection of the quantity demanded which means that people who use a given product more frequently also have high demand for the same. In this regard, clients can be divided into light, moderate and heavy users. By so doing, it will be possible to address the needs of each group that has been created.
Buyer readiness is a term that is used to describe the likelihood of a potential consumer to spend on a good or service. There are about six categories of readiness that exist. The first stage is known as awareness and in this stage are people who only know about the product. In the sixth stage are clients willing to spend on the product.
Other than behavioral segmentation, there are a number of other criteria that may be used. Commonly demographic, geographic and psychographic characteristics are used. What you need to have as a top priority is the homogeneity of the clients in the group.
The traditional way of marketing is rather straightforward but has poor returns. The marketing involves targeting the entire pool of consumers regardless of any differences that exist between them. The marketer sends out a message to all the potential consumers in the hope of reaching out to willing buyers. This is different from the segmentation approach where different groups of customers are treated differently depending on their specific demands.
There are many types of behaviors that are used in subdividing the market. One of the behaviors that are used is product loyalty. There is a variation in the degree of loyalty that exists for different products and services among customers. The business can conduct research to establish the type of customers that are most loyal to a certain product and the reasons that contribute this kind of loyalty. Those with a low level of loyalty should also be identified and similarly, the reasons behind this should be identified.
The other way to achieve the subdivision is to use the benefits sought as the guideline. Even for the same product, consumers do not always look for the same things. It is important to be aware of the different reasons that will make consumers demand for your goods. If the different segments are large enough then it may be necessary to modify the product in a manner that helps each consumer maximize on the benefits.
Occasional buying is the buying of goods in high quantities during certain occasions. For example, Christians tend to buy more religious based gifts during the Easter and Christmas festivities. Chocolates are reported to be on high demanded during festivals. By knowing what products are demanded on given occasions and by which groups of customers, the suppliers will position themselves to ensure that the demanded products are made available in timely fashion.
Usage rate refers to the number of times that a client uses a given product within a specified period of time. The rate is a reflection of the quantity demanded which means that people who use a given product more frequently also have high demand for the same. In this regard, clients can be divided into light, moderate and heavy users. By so doing, it will be possible to address the needs of each group that has been created.
Buyer readiness is a term that is used to describe the likelihood of a potential consumer to spend on a good or service. There are about six categories of readiness that exist. The first stage is known as awareness and in this stage are people who only know about the product. In the sixth stage are clients willing to spend on the product.
Other than behavioral segmentation, there are a number of other criteria that may be used. Commonly demographic, geographic and psychographic characteristics are used. What you need to have as a top priority is the homogeneity of the clients in the group.
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