Behavioural segmentation in market research

Welcome, everyone. In this section, we're focusing on a powerful tool in market research, behavioral segmentation, while demographic and geographic segmentation show us who and where our customers are. Behavioral segmentation reveals why people act as they do in the marketplace. It looks at actions, patterns, and decision making as individuals interact with products and services. By examining habits, loyalty, and purchase motivations, marketers can create sharper segmentation and deliver greater value to both their organizations and customers. Behavioral segmentation examines variables such as occasion of use, usage rate, brand loyalty, benefits sort, readiness to purchase, and attitude toward the product. For example, not all occasional snack buyers are alike. Some choose snacks for convenience, others for health. Usage based grouping like heavy light or non users can make a significant difference as can segmenting by benefits sought. A small proportion of users often accounts for a large share of consumption. Understanding heavy users is crucial. Behavioral insights enable tailored, more effective marketing strategies. Let's bring this to life with some practical examples. Retailers like Meyer of Australia profile customers by shopping behaviors. Busy Belinda values speed, while Discount Dora hunts for bargains. Brands such as Apple focus more on loyalty, tailoring marketing to devoted fans versus new adopters. A fertilizer company found some farmers