Behavioristic Segmentation

The division of the population based on their purchasing behavior. For example dividing the population based on usage rates into groups of non consumers, light consumers, moderate consumers, heavy consumers, etc.

	Many of the same segmentation classifications apply in a business-to-business setting.
	Purchase Occasion
		One of the key behavioristic segmentation elements if the occasion in which the consumer engages in purchase (e.g. flying on vacation versus flying for business)
		From a career management perspective we are also concerned with the purchase occasion. Typically the occasion will be classified hiring a replacement versus hiring for a new line. Replacement hires may be less flexible about start date, etc.
	Benefit Sought
		In a traditional setting, benefit sought is usually classified as high quality versus low price.
		In a career management context, we too might be concerned with the underlying benefit motivation in the selection process. Understanding the selection procedure and recruiting methods used by the company may be very useful.
	Usage and usage rate
		Usage and usage rate deal with the degree to which a person uses the product, if the person uses the product at all (e.g. Is the person a coffer drinker? How much coffee does the person consumer?
		In a hiring decision, information about how many people the organization hires, how often they hire, and turnover information would be insightful, but may be difficult to obtain.

Click Here for the Next Slide