Behavioural Segmentation

Behavioral Segmentation.

        Generally, behavioral segmentation is more focused on behavioral patterns. It divides consumers in the market into groups that are based on their knowledge, their uses of the product, responses and attitude towards the product. This segmentation is commonly used in the industry of marketing and through this division, great focus is placed on the consumer’s behavioral pattern. Many marketers believe that behavioral variable is the starting point for building profitable market segments.

In accordance with the global consulting firm, North Highland, “Customers want to be treated as humans, so the company must change their behaviors to increase revenue, customer’s loyalty, share of wallet and referrals.”, (North Highland, 2015). There are different forms of behavioral segmentation. This includes occasion segmentation, benefits segmentation, usage rate, user status, attitude and loyal status.

Based on the Petron Miles Privilege Card advertisement, the advertiser is targeting customers whom need to fill up their vehicles’ fuel tank. The strategy that the advertiser used is for the brand-loyal customers. For example, the customers have to sign up for the membership card so that they can collect the points they have earned by 1 point for RM1 every time they fill up at any Petron service stations and purchase products from the provided mart. Then, they get redeem the points and enjoy the privileges. The company are aware that the fact of the brand loyalty is the chain from one customer to another.

The most loyal group of customers will be rewarded for purchasing the product regularly and this will often encourage the customers whom are not so loyal to improve their loyalty towards the product. The advertiser has also stated that the customers can earn points faster as the customer can enjoy more rewards. This shows that the company encouraged their customer to be more loyal towards the product because the higher the loyalty of a customer has towards a product, the higher the customer’s base is expected to increase.