Behavioural segmentation differs from geographic, demographic and psychographic segmentation because it:
A) is based on 'consumer characteristics'.
B) is relatively unchanging over time.
C) cannot provide evidence of emerging trends.
D) is based on actual purchase and/or consumption behaviours.

Question

Quizplus · Accepted Answer

identify market segmentation variables for consumer and business markets, and develop market segment profiles. Geographic, demographic and psychographic segmentation are all based on 'consumer characteristics'. These consumer characteristics are relatively unchanging over time or between product categories. As such, they are reliable, but they may not provide the most useful insights or provide evidence of emerging trends in purchase behaviours or the consumption of particular products. In contrast, behavioural segmentation is not based on consumer characteristics; rather, it is based on actual purchase and/or consumption behaviours, typically towards particular products.

Behavioural Segmentation Differs from Geographic, Demographic and Psychographic Segmentation Because