Behavioural Segmentation

Behavioural Segmentation

1. The tird approach to segmentacion is based on a series of behavorioual measures.

   • Attitudes
   • Knowledge
   • Beneficts sought by the buyer
   • A Willingness to innovate.
   • Loyalty status

2. Begins by attempting to measure cosnumers.

   • Value Systems
     • The information generated is the used as the basis for the marketing strategy
   • perceptions of various brands.

3. Benefict segmentation begings therefore by determining

   • The principal benefits are seeking in the prodcut class
   • The kinds of the people who look for each benefits.
   • And the beneficts delivered by aech brand

4. Apple

   • its initial strategy,
     • Look for a more user - friendly system .

5. Psychographic and lifestyle

   • The vals Framework
     • Developed in the USA By ARNOLD MITCHELL OF THE STANFORD RESEARCH INSTITUTE
       • VALS FRAMEWORK used the answers of 2713 respondents to 800 questions to classify the Amercan Public
         • into 9 nine value lifestyle groups:
           • Survivors
             • who are generally disadvantaged and who tend to be depressed, withdrawn and despairing.
           • Sustrainers
             • Who are again disadvantaged but who are fighting hard to escape poverty
           • Belongers
             • Who atend to be convencional, nostalgic, conservative and generally reclutant to experiment with new products or ideas.
           • Emulators
             • Who are status conscious , ambitions and upwardly mobile.
           • Achievers
             • who make things happend
           • i - am- me people
             • Responds to whims and they are general young.
           • Experimental
             • They want to experince variety
           • Societally
             • They want to provide good conditions of life
           • Integrated
             • Combine elements from inner and outer.