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.
With much improvement in technology critical information needed for production of goods has become easy to access. Data collected in the past when studying customer behavior towards certain products is used in predicting their response towards new products or improved products at a future date. The data is collected from homogeneous groups of customers in the market.
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.
Having knowledge about a product, its function when it is used and strength does not mean that the customers will like the product. Some customers may be undecided or even dislike the product. After this stage of product knowledge customers need to be convinced to like the goods. A positive attitude ought to be created among clients through promotion.
The information collected about homogeneous groups of customers is used at a future date when the company wants to launch a new product within the market. By predicting customer response to the new product basing on their behavior towards other products, producers are able to know what inputs should be included. It also helps in determining the technology that should be used in the production of the new product.
Another type of strategy that is used in behavioral separation is purchasing according to occasion or times when customers use certain products. This can be in terms of weeks, months or seasons like Christmas. For example jackets and rain coats are on high demand during the cold season. This type of strategy is vital for marketing purposes as the manufacturer is aware of the time when certain products are highly on demand or when they are not.
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.
With much improvement in technology critical information needed for production of goods has become easy to access. Data collected in the past when studying customer behavior towards certain products is used in predicting their response towards new products or improved products at a future date. The data is collected from homogeneous groups of customers in the market.
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.
Having knowledge about a product, its function when it is used and strength does not mean that the customers will like the product. Some customers may be undecided or even dislike the product. After this stage of product knowledge customers need to be convinced to like the goods. A positive attitude ought to be created among clients through promotion.
The information collected about homogeneous groups of customers is used at a future date when the company wants to launch a new product within the market. By predicting customer response to the new product basing on their behavior towards other products, producers are able to know what inputs should be included. It also helps in determining the technology that should be used in the production of the new product.
Another type of strategy that is used in behavioral separation is purchasing according to occasion or times when customers use certain products. This can be in terms of weeks, months or seasons like Christmas. For example jackets and rain coats are on high demand during the cold season. This type of strategy is vital for marketing purposes as the manufacturer is aware of the time when certain products are highly on demand or when they are not.
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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