Behavioral segmentation is a process of grouping customers according to the way they respond to a product that is in the market. This method of division is now popular because of improved technology. Today many firms have software that helps in gathering information about customer response to a product with ease and within a short period of time.
There are different stages under this model with the first stage being product awareness. Companies need to create awareness about a new product that is being launched among customers. Raising awareness does not apply to new products only. This stage also applies to well-known goods or companies that need to enter new market segments.
The consumers may be aware about the presence of the goods or services provided by the company to the market but they may not know about their importance or function. In some cases customers may be aware about the product but have the wrong perception about the company that manufactured it. Product knowledge is done by teaching customers about the functions, history and strength of the goods.
This model is very helpful when research about a certain product is being carried out. This method can be used to determine the reasons behind a certain response to a product by customers that may be negative or positive. This makes the research process less costly and easy as it is done within the specified time.
Customers are grouped according to the benefits they find when they consume a certain product. A good is not directly replaced by another one that is similar to it instead division is done basing on the benefits customers derive from using it therefore increasing its significance. Some of these benefits include discounts placed on a certain good, the quality or branding among others.
Due to high levels of competition in different industries, potential customers may end up liking other products in the market that are similar to those produced your firm. Your company should carry out promotions that will make consumers to prefer their products over other competitors. It should also carry out research about the strength and weaknesses of similar goods. The important features like quality and value of the goods produced by the said company should be established.
Through this style companies can come up with different marketing strategies that will enable them attract more customers. By grouping customers according to their response to products, the company will be able to find out whether customers are devoted to their brand. With this information strategies are created and put into place especially during promotion to enable the firms attract, convict or persuade customers to purchase goods or services.
The final strategy of behavioral segmentation is product purchasing. Customers may fail to purchase a product even after the conviction stage due to various reasons. For example they may buy a product because of financial issues or low levels of income as compared to the standard of living of a country or society in which they stay. Firms should offer discounts or sell their product through sales representatives in order to influence customers to purchase goods.
There are different stages under this model with the first stage being product awareness. Companies need to create awareness about a new product that is being launched among customers. Raising awareness does not apply to new products only. This stage also applies to well-known goods or companies that need to enter new market segments.
The consumers may be aware about the presence of the goods or services provided by the company to the market but they may not know about their importance or function. In some cases customers may be aware about the product but have the wrong perception about the company that manufactured it. Product knowledge is done by teaching customers about the functions, history and strength of the goods.
This model is very helpful when research about a certain product is being carried out. This method can be used to determine the reasons behind a certain response to a product by customers that may be negative or positive. This makes the research process less costly and easy as it is done within the specified time.
Customers are grouped according to the benefits they find when they consume a certain product. A good is not directly replaced by another one that is similar to it instead division is done basing on the benefits customers derive from using it therefore increasing its significance. Some of these benefits include discounts placed on a certain good, the quality or branding among others.
Due to high levels of competition in different industries, potential customers may end up liking other products in the market that are similar to those produced your firm. Your company should carry out promotions that will make consumers to prefer their products over other competitors. It should also carry out research about the strength and weaknesses of similar goods. The important features like quality and value of the goods produced by the said company should be established.
Through this style companies can come up with different marketing strategies that will enable them attract more customers. By grouping customers according to their response to products, the company will be able to find out whether customers are devoted to their brand. With this information strategies are created and put into place especially during promotion to enable the firms attract, convict or persuade customers to purchase goods or services.
The final strategy of behavioral segmentation is product purchasing. Customers may fail to purchase a product even after the conviction stage due to various reasons. For example they may buy a product because of financial issues or low levels of income as compared to the standard of living of a country or society in which they stay. Firms should offer discounts or sell their product through sales representatives in order to influence customers to purchase goods.
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