Behavioral segmentation is a strategy for dividing the market into groups of consumers based on their knowledge, attitudes, use, or reaction to a product. Unlike demographic or geographic segmentation, this method focuses on actual or expected consumer behavior and needs related to the product.
The main variables used in behavioral segmentation include: benefits sought (Benefit Segmentation), occasion for purchase (e.g. holiday), consumer status (non-user, former user, potential, new, regular), and level of loyalty. Using this method allows companies to refine their marketing messages so that they directly respond to the specific needs and uses of each behavioral segment, resulting in higher communication effectiveness.
