What Is Behavioral Segmentation? Definition of Behavioral Segmentation, Behavioral Segmentation Meaning and Concept
Behavioral segmentation is dividing the market into segments based on consumer behavior. Behavior refers to the use, attitude, knowledge and response that the consumer has towards a product.
Undoubtedly, this segmentation takes into account behavioral variables or consumer behavior towards a given product . It is one of the main ways to segment the market to develop marketing plans. Above all, when you want to plan the process of communication and distribution of products.
Likewise, it can be considered that it is one of the best forms of segmentation when companies want to gain loyalty towards their products and promote their purchase action.
Types of behavioral segmentation
The main types of behavioral segmentation are:
1. Segmentation by benefits
Of course, this type of segmentation forms homogeneous segments of consumers based on the benefits they seek in products. It is based on the characteristics that the products have, focusing them on the benefits that users are looking for. Thus, they are better adapted to the needs of a specific group of people.
For example, we will present the case of buying a car. For some consumers, the benefit they seek is the quality of the product, others will seek maximum performance, others may seek the benefit of a good maintenance and repair service.
2. Segmentation by frequency of use
While in this segmentation consumers are grouped according to the use they make of a good or service . Consumers could be grouped into the following categories:
- Regular or frequent users : They are the consumers who buy the products that the company sells on a periodic and regular basis.
- Occasional users: They are all customers who buy a company's products only once or from time to time.
- Seasonal users: They would be all those who buy the product in a certain season of the year, then leave and do not buy again.
- Users for special occasions: They are all those who require the products of a company only for a specific occasion.
To exemplify if we put the case of a restaurant:
- A frequent user would be the consumer who works near the restaurant and buys lunch every day of the week.
- An occasional could be a person who occasionally travels to the city where the restaurant is and has lunch there.
- A seasonal one would be the case of a person who attends the restaurant for the end of the year parties.
- One of special occasions, will be the one who visits the restaurant on the dates of birthdays, anniversaries and special dates.
3. Segmentation by level of use
Of course, this segmentation is carried out according to the level or the amount that people consume of a product or service. Customer and consumer groups could be classified into:
- High purchase volume: They are those who make purchases in large quantities. They could even represent for companies between 50% and 80% of their sales.
- Average purchase volume : They usually buy an average level of the product that a company sells.
- Low-volume purchase : They are those who buy the goods and services that a company sells in small quantities.
For example, a company that sells toilet paper will have the following customer segments:
- High-volume can be a hotel chain that buys from you in bulk.
- Of average volume, a family that normally buys an average amount of paper for monthly consumption.
- Low volume would be a person who lives alone and therefore buys in a small proportion.
behavioral segmentation types
Benefits of applying behavioral segmentation
It should be noted that the most important benefits that can be obtained by applying behavioral segmentation are the following:
- It helps companies identify customer groups that have a common behavior and set of buying habits.
- If the company knows the common characteristics of the behavior of its consumer groups, the products can be better adapted to the needs of each group.
- When the company better serves each customer group, it can build loyal customers for the products and brands it sells.
Behavioral segmentation benefits
To finish, we can realize the importance for any company of properly carrying out behavioral segmentation. With it you can group your customers into segments that have common buying habits and behaviors. All this will help you to better understand the needs and desires of your customers, in order to be able to offer products that are better adapted to each group of users.