Human beings have many differences between them. Our genetic make-up is different, we live through different life experiences, we have varying religious beliefs and so on. In the same way, as consumers we have different views regarding goods and services. As a marketer, one needs to appreciate the differences even as they plan to start supplying their goods and services. Dividing the market into smaller segments based on consumer characteristics is what is known as behavioral segmentation.
There are a number of differences between this form of marketing and the traditional marketing styles. Traditionally marketing was done by targeting a large heterogeneous group of customers. The marketer typically sent out promotional message to the group without considering any stratification. This type has the disadvantage of failing to address the concerns of different consumers adequately. It therefore results in returns that are much lower returns.
The behaviors that can be used as the basis for segmenting are numerous. They will largely depend on your judgment. Any client behavior that you consider significant enough to influence demand for your goods can be used. Product loyalty is widely variable among clients for many goods and services. It is possible to classify your clients in several groups depending on their levels of loyalty. By so doing, you will get the opportunity to determine the factors that enhance or discourage the use of your products.
Using benefits sought is also a common way of segmenting. It is important for the producer and the marketer to understand that consumers demand goods and services for different reasons sometimes even when the use of that product appears straightforward. It is the responsibility of the marketer to establish the driving forces behind the demand of their goods. If this is properly understood, then modifications can be made to make sure that benefits are maximized.
A number of goods are only bought occasionally. Their demand is noted to be unusually high during specific periods of the year when marking particular occasions or festivities. Christians buy lots of religious goods during Christmas and Easter. For this reason, they form a very important segment that needs to be recognized. If one is not aware of the existence of this segment of customers then they will not adequately meet the demand.
The rate of usage is proportional to the demand. Clients who demand more of a product are more likely to be heavier users than those who demand less. One can use this attribute to divide their pool of clients into the heavy, moderate and light users depending on the frequency of use of a certain product. Apart from the frequency of use, the quantity used should also be factored in.
Buyer readiness stage may be used in some cases. There are about six stages that can be considered including awareness, knowledge, liking, preference, conviction and purchase. These stages include an increasing level of readiness to buy or use a certain good or service. Awareness denotes that clients know that the product exists in the market and at the purchase stage they spend money to get it.
There are several other options of market subdivision that can be considered besides behavioral segmentation. Demographic, psychographic and geographic characteristics can all be used. The main objective is to make sure that the groups are large enough.
There are a number of differences between this form of marketing and the traditional marketing styles. Traditionally marketing was done by targeting a large heterogeneous group of customers. The marketer typically sent out promotional message to the group without considering any stratification. This type has the disadvantage of failing to address the concerns of different consumers adequately. It therefore results in returns that are much lower returns.
The behaviors that can be used as the basis for segmenting are numerous. They will largely depend on your judgment. Any client behavior that you consider significant enough to influence demand for your goods can be used. Product loyalty is widely variable among clients for many goods and services. It is possible to classify your clients in several groups depending on their levels of loyalty. By so doing, you will get the opportunity to determine the factors that enhance or discourage the use of your products.
Using benefits sought is also a common way of segmenting. It is important for the producer and the marketer to understand that consumers demand goods and services for different reasons sometimes even when the use of that product appears straightforward. It is the responsibility of the marketer to establish the driving forces behind the demand of their goods. If this is properly understood, then modifications can be made to make sure that benefits are maximized.
A number of goods are only bought occasionally. Their demand is noted to be unusually high during specific periods of the year when marking particular occasions or festivities. Christians buy lots of religious goods during Christmas and Easter. For this reason, they form a very important segment that needs to be recognized. If one is not aware of the existence of this segment of customers then they will not adequately meet the demand.
The rate of usage is proportional to the demand. Clients who demand more of a product are more likely to be heavier users than those who demand less. One can use this attribute to divide their pool of clients into the heavy, moderate and light users depending on the frequency of use of a certain product. Apart from the frequency of use, the quantity used should also be factored in.
Buyer readiness stage may be used in some cases. There are about six stages that can be considered including awareness, knowledge, liking, preference, conviction and purchase. These stages include an increasing level of readiness to buy or use a certain good or service. Awareness denotes that clients know that the product exists in the market and at the purchase stage they spend money to get it.
There are several other options of market subdivision that can be considered besides behavioral segmentation. Demographic, psychographic and geographic characteristics can all be used. The main objective is to make sure that the groups are large enough.
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