In behavioural segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.
People play five roles in buying decision:
initiator, influencer, decider, buyer and user.
(i) Occasions: can be defined in terms of the time of day, week, month, year, or other well-defined temporal aspects of a consumer's life.
(ii) Benefits: Not everyone who buys a product wants the same benefits from it.
(iii) User Status: Every product has its nonusers, ex-users, potential users, first time users, and regular users.
(iv) Usage rate: Light, medium, and heavy product users.
(v) Buyer-Readiness stage: unaware, aware, informed, interested, desire, and intend to buy.
(vi) Loyalty status:
Hard-core loyals consumers who buy only one brand all the time.
Split loyals consumers who are loyal to two or three brands.
Shifting loyals consumers who shift loyalty from one brand to another.
Switchers consumers who show no loyalty to any brand.
Attitudes The five attitudes about products are: enthusiastic, positive,
indifferent, negative, and hostile.
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