Answer
many marketers believe that behavioral variables such as occasions, benefits, user states, usage loyalty states are one the best starting points for constructing market segments.
- Occasions: buyers can be distinguished according to the occasions they develop a need, purchase a product, or use a product and occasion’s segmentation can help firms expand product usage.
E.g., Orange juice is usually consumed at breakfast. An orange juice consumer can try to promote drinking orange juice unable occasions level, dinner, midday.
- Benefits: buyer can be clarified according to the benefits they seek
E.g., Haley reported true benefit segmentation of the toothpaste market. He found four benefits segments; economy medicinal, cosmetic. - User states: markets can be segmented into consumers.
E.g., user potential user, first time user, and regular uses of a product.
- Loyal states: consumers have buying degree of loyalty to specific brands, stores and other entities.
- Buyer readiness stage: a market consists of people in different stages of readiness to buy a product. Some all universe of the product, some all aware, some all informed and some derive the product.
- Attitude: five attitude groups can be ford in a market enthusiastic, positive, indifferent, negative