Behavioural segmentation looks at how and when a consumer decides to spend their money on a product or service. It focuses on consumers’ shopping behaviour, how they make their decisions, why they choose one product over the other, and how they feel about a product, company, or service.
Questions that behavioural segmentation can help answer include:
· Who are your most loyal customers?
· When are certain customers most likely to buy your product or service?
· Is your customer buying based on price, or because they prefer your brand?
To really understand behavioural segmentation, we need to dive into the heart of this segmentation category. These are the six subcategories within behavioural segmentation that will help you understand the planning, decision, and buying journey of your customers:
· Purchasing behaviour
· Occasion purchasing
· Customer usage
· Loyalty gauge
· Buying stage
At the end of the article, we’ll review how putting in the time to mine this information can help explode your marketing ROI.