This approach looks at the presence of potential customers at the marketplace who are at different stages within the buying cycle. Individuals are grouped according to their readiness to purchase the product. When a product is launched customers may not be aware about its existence. This approach of behavioral segmentation is useful during marketing as proper communication strategies are used to create awareness among customers.
There are different stages under this model with the first stage being product awareness. Companies need to create awareness about a new product that is being launched among customers. Raising awareness does not apply to new products only. This stage also applies to well-known goods or companies that need to enter new market segments.
This market division method is helpful to producers because they are capable of identifying the benefits that consumers get from consumption of products. This enables them to know what input should be included during the production process. It also helps firms in identifying what needs to be improved for demand to be high.
This model is very helpful when research about a certain product is being carried out. This method can be used to determine the reasons behind a certain response to a product by customers that may be negative or positive. This makes the research process less costly and easy as it is done within the specified time.
The information collected about homogeneous groups of customers is used at a future date when the company wants to launch a new product within the market. By predicting customer response to the new product basing on their behavior towards other products, producers are able to know what inputs should be included. It also helps in determining the technology that should be used in the production of the new product.
This partition style can be used by the firm to change the buying trends of customers. By finding out the rate of usage of products by clients, the firm can look for ways or methods through which consumers can be turned from medium to heavy users. It enables companies to target switchers or shifting users into hardcore loyal customers.
With product conviction, customers should be assured by the seller that their preference for that particular brand is justified. This should be done through advertising where consumers are shown why their liking for the product is reasonable. Promotion should be done by use of positive press reviews and recommendation of the products by experts in the industry.
The final strategy of behavioral segmentation is product purchasing. Customers may fail to purchase a product even after the conviction stage due to various reasons. For example they may buy a product because of financial issues or low levels of income as compared to the standard of living of a country or society in which they stay. Firms should offer discounts or sell their product through sales representatives in order to influence customers to purchase goods.
There are different stages under this model with the first stage being product awareness. Companies need to create awareness about a new product that is being launched among customers. Raising awareness does not apply to new products only. This stage also applies to well-known goods or companies that need to enter new market segments.
This market division method is helpful to producers because they are capable of identifying the benefits that consumers get from consumption of products. This enables them to know what input should be included during the production process. It also helps firms in identifying what needs to be improved for demand to be high.
This model is very helpful when research about a certain product is being carried out. This method can be used to determine the reasons behind a certain response to a product by customers that may be negative or positive. This makes the research process less costly and easy as it is done within the specified time.
The information collected about homogeneous groups of customers is used at a future date when the company wants to launch a new product within the market. By predicting customer response to the new product basing on their behavior towards other products, producers are able to know what inputs should be included. It also helps in determining the technology that should be used in the production of the new product.
This partition style can be used by the firm to change the buying trends of customers. By finding out the rate of usage of products by clients, the firm can look for ways or methods through which consumers can be turned from medium to heavy users. It enables companies to target switchers or shifting users into hardcore loyal customers.
With product conviction, customers should be assured by the seller that their preference for that particular brand is justified. This should be done through advertising where consumers are shown why their liking for the product is reasonable. Promotion should be done by use of positive press reviews and recommendation of the products by experts in the industry.
The final strategy of behavioral segmentation is product purchasing. Customers may fail to purchase a product even after the conviction stage due to various reasons. For example they may buy a product because of financial issues or low levels of income as compared to the standard of living of a country or society in which they stay. Firms should offer discounts or sell their product through sales representatives in order to influence customers to purchase goods.
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