What is Behavioral Segmentation?

Behavioural segmentation refers to the classification of organizations and individuals on the basis of their behaviour towards different products. Consumers are also classified on the basis of the frequency of their purchase or using the product. Various factors are considered for grouping individuals like spending habits, consumption, lifestyle, product use etc.

It is thus useful for companies who can channelize their marketing for targeting the right audience. This helps the company to further strengthen the marketing message and the recall of the brand in the target group. Likewise, companies are also interested in studying the behaviour of non-users to get insights into how they can be persuaded to buy their product.

Segmentation can be based on many factors like loyalty, occasion, usage rates, readiness, etc.