Marketing Management 3(2+1)

Lesson 10 : Market Segmentation

Behaviourlistic Segmentation

• This segmentation is done based on customer’s behavior towards products
• Variables related to product are:
  • Benefits sought, Usage rate, Brand Loyalty
  • User Status: Potential, Regular, First time – NEXX has been promoting usage of eggs daily in diet after milk. They offer demos on items that can be made which boosted the user rate of egg consumption by families.
  • Readiness to buy
  • Occasions and events that simulate buying – Mother’s day, Father’s day, Valentine’s day were promoted to increase the sales of various products like flowers, cards, gifts etc.