Marketing – Behavioral segmentation

In behavioural segmentations buyers are divided into groups on the basis of occasions benefits, loyalty states, attitude towards products etc.

A powerful form of segmentation is the classification of buyers according to the different they seek from the product. Benefit segmentation calls for identifying the major benefits that people look for in the product class, the kinds of people who look for each benefit and the major brands the deliver each benefit. Benefit segmentation usually implies that a company should focus on satisfying one benefit group. Thus ‘Anchor’ toothpaste offered the benefit of “anticavity protection” which became its unique selling proposition.

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