Behavioral segmentation is a term that is commonly used in the industry of marketing. It involves the division of populations based on behavior. That is, the way in which a population responds to, knows or uses a product. The behaviors of consumers is often studied when it comes to marketing management because there are numerous considerations that most consumers take prior to making a decision about a product or service.

There are different forms of segmentation. Buying for occasions is one of the forms, as certain products are targeted based on occasions. There is also the benefits sought. There are numerous products that are targeted based on benefits sought by customers. Marketers are able to divide populations by the benefits that they seek from a product.

Loyalty must also be factored in. A business is known to grow in two key ways: gaining new customers and keeping the existing customers. The higher degree of loyalty one has for a particular service or product, the more the consumer base is anticipated to go up. This is one of many behaviors that marketers choose to focus on. Strategies used for brand-loyal people might be different from those used to get new customers.

Usage rate is also important. In residential and commercial segments, the usage is often categorized as lesser, moderate or heavy. Customers might be targeted depending on their total usage. For example, beauty stores or salons may target consumers who they know purchase and use personal care products regularly and not consumers who do rarely use such products.

Another segment that is commonly employed is buyer readiness stage. Consumers are grouped based on their readiness to purchase various products. This segment is particularly helpful in regards to formulating and monitoring marketing strategies of communication to get customers to buy a product or brand. The main components of readiness: purchase, conviction, preference, liking, knowledge and awareness.

Any product or service not targeted to the masses may utilize segmentation. This is known to be beneficial for niche products, which focus on needs and wants of consumers. The goal here, and in other marketing strategies, is to gain more information about consumers and use that to draft the most effective strategy for attracting, and keeping, customers. The techniques used will vary based on product, service, marketer and other similar factors.

Generally speaking, this is a form of market segmentation that is more focused on behavioral patterns. This process divides consumers in the market into groups that are based on their responses, uses, attitudes and knowledge of products. It involves the close study of patterns that are displayed by consumers when they make buying decisions. This also allows producers to alter and adapt marketing strategies and approaches to fit certain groups.

Behavioral segmentation is employed in marketing as a way to target specific consumers. It is considered a more detailed form of market segmentation, which divides the market into different consumer groups with common needs. Through this division, more effective strategies can be made to target customers based on their desires and needs. With behavioral segmentation, great focus is placed on the behaviors or patterns of consumers while making purchases.