Behavioral Segmentation: Behavioral Variables
{"Image DocumentName": "Behavioral Segmentation: Behavioral Variables", "Image ImageDescription": "Buyer-Readiness. Loyalty Status. Attitude. Occasions. Benefits. User Status. Usage Rate. Many marketers believe variables related to various aspects of users or their are good starting points for constructing market segments. Occasions mark a time of day, week, month, year, or other well-defined temporal aspects of a consumer\u2019s life. We can distinguish buyers according to the occasions when they develop a need, purchase a product, or use a product. Every product has its nonusers, ex-users, potential users, first-time users, and regular users. We can segment markets into light, medium, and heavy product users. Heavy users are often a small slice but account for a high percentage of total consumption. Some people are unaware of the product, some are aware, some are informed, some are interested, some desire the product, and some intend to buy. Marketers usually envision four groups based on brand loyalty status. Five consumer attitudes about products are: enthusiastic, positive, indifferent, negative, and hostile. Copyright \u00a9 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-16.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}