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Market segmentation based on actual purchase and/or consumption behaviours
* Is not based on consumer characteristics, but on the actual purchase and/or consumption behaviours towards particular products
* Better indicator of market segments & their purchasing behaviour
Behavioural Variables Inc.
1) Benefit Expectations
Understand why consumers purchase particular products & brands, and to base market segmentation around this understanding
2)
Brand Loyalty
3) Occasion
Important segmentation variable in products like entertainment, wine, travel & high fashion products
* Assumption: It is the occasion that dictates the decision to purchase and the final choice of product
* eg. Chocolates based on occasion (Cadbury for personal consumption & Roses Chocolate for Valentines Day)
4) Price Sensitivity
5) Volume Usage
* seeks to identify heavy, medium & light users of a product category, helping
an organisation identify & target the 20% of buyers who typically account for up to 8% of purchase volume or value
* eg. middle aged men represent the biggest purchases of high end analogue watches
* However volume usage is insufficient as a market segment descriptor as it is described in standard demographic terms
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