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Behavioural Segmentation

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Behavioural Segmentation

Behavioural segmentation is the term used to describe how market research professionals and marketers can identify and analyse specific patterns in behaviours, enabling market researchers to segment a sample by consumer behaviour.

Examples of variables, within consumers’ consumption behaviour, market researchers may take into account are: lifestyle, spending and patterns of buying and using.

Behavioural segmentation has been described as “one of the most useful marketing strategies used by modern-day marketers”. Market Research and marketing professionals can discover more about a consumer’s overall needs by using behavioural segmentation, as the method provides a detailed understanding about how a product is used, in what situation a product is used, when a product is used, and what motivates a consumer to buy a product.

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