Manag., December-2019 – Q85
- Option : B
- Explanation : Behavioural Segmentation
Behavioural segmentation dividing a market into subgroups (segments) of customers/users according to how they buy, use and feel about products.
The growth of out-of-town and edge-of-town supermarkets and shopping malls has changed shopping behaviour. As most shoppers travel by car, it has been possible to increase the size of bulk packaging of such items as soap powders as they only have to be transported to the car park. In contrast, social changes, such as the increasing numbers of working mothers and the growth in single households, have resulted in increased sales of pre-packaged meals for one that can be prepared quickly in the microwave.
Behavioural segmentation can be based on very different variables some of which are market-specific, some more generally applicable, for example, the chocolate market could be segmented into individual consumption, sharing and gift purchases— this would not be a good way to segment the market for medicines. Typical behavioural segmentation variables include:
loyalty status
frequency of purchase
rate of consumption
user status
attitudes towards the product
benefits sought
purchase occasion: what the customer is buying the product for—general use or a special occasion such as a party
