$6.$ iSeeit!: Behavioral Segmentation

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iSeeit!: Behavioral Segmentation

Behavioral segmentation involves categorizing customers based on what they actually do or how they act toward products. Behavioral segmentation variables include usage rate, loyalty, and occasions $($e$.$g$.,$ a wedding or business trip$).$

This activity is important because of all the segmentation strategies available, behavioral segmentation is often the most difficult, expensive, and time$-$consuming to implement. Therefore, firms must consider carefully whether the benefits of the strategy outweigh the costs associated with it$.$

You can see behavioral segmentation in action in the following animated video about Viola, a loyal Starbucks customer. The goal of this activity is to illustrate how businesses like Starbucks consistently meet Viola$$s expectations by tracking and understanding the way she interacts with Starbucks$$ products.

Click the $$Play button to watch the video. Then, answer the questions that follow.

Access the text alternative for iSeeit!: Behavioral Segmentation. Will open in a new tab or window. Internet connection required.

$6$a$.$ Viola pre$-$orders her favorite Starbucks drink...

Viola pre$-$orders her favorite Starbucks drink$$a latte$$via the Starbucks app on her phone every day of the week. If you were a Starbucks marketer, which behavioral variable would you use to segment Viola in this particular case?

Multiple Choice

occasion

customer convenience

usage rate

loyalty