Question: Question 5 (20 Marks) Behavioural segmentation is the process of grouping customers according to their behaviour when making purchasing decisions. Elaborate on the following: 5.1

Question 5 (20 Marks) Behavioural segmentation is the process of grouping customers according to their behaviour when making purchasing decisions. Elaborate on the following:

5.1 Report on ANY FIVE (5) characteristics of behavioural segmentation. (10 Marks)

5.2 Discuss in detail the importance of behavioural segmentation to any business in general. (10 Marks)

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