How do you segment markets by behavior and attitude?

1 Behavior segmentation

Behavior segmentation is based on how customers use, purchase, or respond to your product or service. It includes variables such as usage frequency, usage occasion, loyalty, benefits sought, user status, and readiness to buy. For example, you can segment your customers by how often they buy your product (heavy, medium, light, or non-users), by when they buy your product (regular, seasonal, or situational), by how loyal they are to your brand (switchers, satisfied, committed, or advocates), by what benefits they seek from your product (quality, convenience, price, or features), by whether they are current, potential, or former users of your product, or by how ready they are to buy your product (aware, interested, intending, or purchasing). Behavior segmentation helps you identify the most profitable and loyal customers, customize your marketing mix to suit their needs and preferences, and increase customer satisfaction and retention.

2 Attitude segmentation

Attitude segmentation is based on how customers feel and think about your product or service. It includes variables such as beliefs, opinions, values, motivations, perceptions, and preferences. For example, you can segment your customers by how they perceive your product (favorable, neutral, or unfavorable), by what values they associate with your product (environmental, social, ethical, or personal), by what motivations drive their purchase decisions (functional, emotional, or social), by what opinions they have about your product (positive, negative, or mixed), by what beliefs they hold about your product (rational, emotional, or cultural), or by what preferences they have for your product (style, color, size, or features). Attitude segmentation helps you understand the underlying reasons why customers choose your product or service, communicate your value proposition more effectively, and appeal to their emotions and values.

3 How to segment markets by behavior and attitude

To segment markets by behavior and attitude, you need to conduct market research to collect and analyze data on your target customers. You can use various methods and sources to gather data, such as surveys, interviews, focus groups, observation, online analytics, transaction records, or customer feedback. You can also use secondary data from existing research reports, industry publications, or market databases. The data should cover both quantitative and qualitative aspects of customer behavior and attitude, such as frequency, amount, timing, location, and mode of purchase, as well as opinions, perceptions, values, and motivations. Once you have the data, you need to identify the relevant variables and criteria for segmentation, and group the customers into distinct and meaningful segments based on their similarities and differences. You can use various techniques and tools to segment the data, such as cluster analysis, factor analysis, or decision trees. You should also evaluate the segments based on their size, profitability, growth potential, accessibility, and responsiveness, and select the most attractive and viable segments to target.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?