Consumer Behavior Segmentation

Choose a study mode

Play Quiz

Study Flashcards

Spaced Repetition

Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What does behavior segmentation primarily focus on?

Demographics of consumers
Psychographics of consumers
Geographic location of consumers
Consumer purchasing behavior (correct)

Which of the following best describes benefit sought segmentation?

Categorizing consumers by the specific benefits they seek from a product (correct)
Dividing consumers based on their income levels
Segmenting consumers by geographical location
Classifying consumers according to their brand loyalty

Which of these categories is not typically used in behavior segmentation?

Occasional users
Average household income (correct)
Frequent users
Ex-users

What factor is essential in understanding a consumer’s perception of value?

<p>The ratio of benefits to price (D)</p> Signup and view all the answers

Customer loyalty groups in behavior segmentation can include all of the following except:

<p>Competitor loyal customers (B)</p> Signup and view all the answers

Flashcards

Behavioral Segmentation

Dividing customers into groups based on how often they buy a product and their overall purchasing patterns. This can include factors like frequency of purchase, rate of consumption, and loyalty.

Benefit Sought Segmentation

A type of behavioral segmentation where customers are categorized based on the specific benefits they seek from a product. This considers the problems consumers are trying to solve through their purchase.

Value Equation

The idea that a consumer's perception of a product's value is determined by the benefits they receive compared to the price they pay. This helps understand why some customers may prefer a higher-priced product with more benefits.

Customer Loyalty Segmentation

Grouping customers based on their loyalty to a brand. This can include loyal customers, new customers, and those with wavering loyalty. Marketers use different strategies for each group.

Signup and view all the flashcards

Benefit Importance Over Quantity

The importance of a benefit is more critical than the number of benefits offered. Even a few benefits, if they are highly valued by the consumer, can outweigh a product with many less significant advantages.

Signup and view all the flashcards

Study Notes

Behavior Segmentation

Focuses on consumer purchasing behavior: who buys, and their patterns.
Categorizes consumers based on frequency of product use (e.g., weekly, monthly, yearly).
Considers purchasing patterns relative to other products (e.g., ex-user, first-timer, frequent flyer).
Customer loyalty is a key factor: loyal, new, or wavering loyalty segments.

Benefit Sought Segmentation

A specific type of behavioral segmentation.
Divides consumers based on the benefits they seek from a product (the problem a product solves).
Example: toothpaste benefits vary (e.g., hygiene, prevention, whitening, sensitivity relief, freshness).
Directly relates to consumer perception of value:
- Value = Benefits / Price
Importance of potential benefits to the consumer is crucial, not the quantity of benefits.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz delves into the intricacies of consumer purchasing behavior, focusing on how consumers are categorized based on their buying habits. Explore the distinctions between behavior segmentation based on purchase frequency and the specific benefits sought from products, such as personal care items. Understand how these factors influence customer loyalty and perceptions of value.