Behavioral variable segmentation is to divide consumers into different groups based on their understanding, attitude, usage and reaction to the brand. Many marketers believe that behavioral variables are the best starting point for market segmentation.
(1) Timing
The market can be segmented according to the timing of consumers’ purchase and use of products, including marriage, divorce, house purchase, moving, demolition, enrollment, further study, retirement, business trip, travel, holidays, etc. Timing segmentation helps to increase brand usage and improve the targeting of marketing. For example, travel agencies can provide special travel services for the “May Day” holiday, and stationery companies can provide school supplies for the beginning of the new semester. Many products (such as groom suits and Xilinmen wine) are the products of timing segmentation.
(2) Benefits
Benefit segmentation is a classification method based on the different benefits that consumers seek from brand products.
(3) User status
Many brands can divide consumers into types such as former users, non-users, potential users, first-time users, occasional users and frequent users according to user status, so as to adopt different marketing strategies and methods for different user groups. Brands with high market share pay special attention to converting potential users into actual users, such as leading brands; some small businesses can only serve frequent users.
(4) Brand loyalty
Consumer loyalty is the most valuable asset of a company. A US business research report pointed out that customers who visit the company many times can bring 20% to 85% more profit to the company than those who visit the company for the first time; for every 5% increase in the number of regular customers, the company’s profit increases by 25%.
(5) Usage rate
The market can be segmented according to the brand’s light, medium and heavy users. Brand heavy users generally account for a small proportion of the market, but their consumption accounts for a relatively high proportion of the total consumption. The Pareto law in the marketing and advertising industry states that 20% of the brand heavy users account for 80% of the brand’s consumption. Taking beer as an example, someone once conducted a survey and found that among beer consumers, heavy consumers and small consumers each accounted for half, of which heavy consumers accounted for 88% of the total sales, while small consumers accounted for only 12%. According to the survey, the majority of beer consumers are from the working class, aged between 25 and 50. The minority are under 25 and over 50. This segmentation helps companies make corresponding countermeasures.
(6) Attitude
Consumers’ attitudes towards brands can be roughly divided into five categories, namely love, affirmation, indifference, rejection and hostility. Attitude is a reflection of people’s lifestyle. Attitude determines success or failure, as well as brand positioning. Companies can adopt different marketing strategies for customers with different attitudes through investigation and analysis. For example, for those who have a rejection and hostility attitude, there is no need to waste time trying to change their attitudes; for those who are indifferent, you should try every means to win them over.