Market segmentation is the process in which the consumers are grouped on the basis of their demographics, psychographics and behavior. The segmentation which is done on the basis of behavioral characteristics of the consumers is known as behavioral segmentation. The behavioral characteristics show the actual behavior of the consumers towards the product. For example, the benefits sought, usage rate, readiness to buy product, brand loyalty etc. Behavioral characteristics have advantages over the other variables because they show a relation between consumers and the product. Most of the companies go for this type of segmentation.
