In marketing, behavioral segmentation is the division of the market into parts that will be based on certain patterns and interests that these groups would have in common. This is a very important aspect of marketing because if one does not know his target segment, he will not be able to push his product. Here are a few tips that may help in this division.
Now one of the most common ways to divide a market would be to divide them by when they would most likely buy the product. Entrepreneurs have to observe this as customers will only buy a certain product at a certain time of the day, certain time of the month, or on a certain holiday. So when pushing a product, he has to think about when the buyer will want to buy it.
Another way to divide the market would be to put the people in groups where they would share the same interests. In other words, he must group the people according to what they are looking for in a product. By doing this, he will know what features and benefits he can put in a product and market it to the specific target that would fit the product.
Now purchasing power is yet another very important thing to take note of as it is one of the determining powers as to whether a customer would buy a product or not. For example, if one is pushing a luxury product, then it is targeted to the high income bracket. If the product is rather low priced, then most likely it would be targeted to the mass market because everyone can afford it.
Now another very good method is to classify them with regard to the usage of the product. In other words, they will be grouped as to how much they would use the product whether it would be often, not so often, or just at certain times. It is through this method that one will know how to focus.
There would also be the method wherein one could group customers according to what kind of buyers they are. He can group them into categories such as regular buyers, non users, or even prospective users. To go even deeper, one may categorize them even as former users of the product or even first time users who have only tried using the product just once in their entire life.
Of course they would also be based on how loyal they are to the brand. Of course there are only three classifications in this group and they are the regular customers who are the loyal ones, the ones who are not loyal at all, and of course the ones who are prone to switching. The ones who prone to switching are not very loyal and may need more convincing.
So if one is a marketer, then these are some of the things that he would have to take note of. This is a very important aspect of marketing because it would help the marketer narrow down so that he can decide how to promote the product. This is definitely easier than trying to target everyone.
Now one of the most common ways to divide a market would be to divide them by when they would most likely buy the product. Entrepreneurs have to observe this as customers will only buy a certain product at a certain time of the day, certain time of the month, or on a certain holiday. So when pushing a product, he has to think about when the buyer will want to buy it.
Another way to divide the market would be to put the people in groups where they would share the same interests. In other words, he must group the people according to what they are looking for in a product. By doing this, he will know what features and benefits he can put in a product and market it to the specific target that would fit the product.
Now purchasing power is yet another very important thing to take note of as it is one of the determining powers as to whether a customer would buy a product or not. For example, if one is pushing a luxury product, then it is targeted to the high income bracket. If the product is rather low priced, then most likely it would be targeted to the mass market because everyone can afford it.
Now another very good method is to classify them with regard to the usage of the product. In other words, they will be grouped as to how much they would use the product whether it would be often, not so often, or just at certain times. It is through this method that one will know how to focus.
There would also be the method wherein one could group customers according to what kind of buyers they are. He can group them into categories such as regular buyers, non users, or even prospective users. To go even deeper, one may categorize them even as former users of the product or even first time users who have only tried using the product just once in their entire life.
Of course they would also be based on how loyal they are to the brand. Of course there are only three classifications in this group and they are the regular customers who are the loyal ones, the ones who are not loyal at all, and of course the ones who are prone to switching. The ones who prone to switching are not very loyal and may need more convincing.
So if one is a marketer, then these are some of the things that he would have to take note of. This is a very important aspect of marketing because it would help the marketer narrow down so that he can decide how to promote the product. This is definitely easier than trying to target everyone.
About the Author:
QDI Strategies offers behavioral segmentation services that you can depend on. We are an international marketing consulting firm with a reputation for developing actionable strategies, and you can find us online at http://www.qdistrategies.com today.
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