What is behavioural segmentation in consumer behavior?
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Behavioural Segmentation in consumer behavior is a marketing strategy based on actual consumer buying behaviour.
It divides the market into groups of customers according to their knowledge of attitude towards use of or response to a product.
Behavioural Segmentation divides and targets customers according to their behaviour.
It has four characteristics as follows (also shown in Picture)
(1) Usage,
(2) Loyalty,
(3) Occasion,
(4) Benefits.
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