Understanding Behavioral Segments

                                                                                         

The economic crunch is affecting a lot of businesses all over the world. To solve the problem, business owners must be able to stimulate consumer spending through an aggressive marketing strategy. How do you do that? The real source of business strength is in 'segmentizing' the market. There are studies that classify consumers into behavioral segments: maintainers, lapsers, and nonusers.

'Maintainers' are regular product users. They are also the ones who return to your printing company after a period of not using it. The 'maintainers' are also the ones who have increased the use of a particular brand of toothpaste, say Colgate. 'Lapsers', on the other hand are the exact opposite of your first category. They are the ones who have stopped using your printing company altogether or who have substituted Colgate for Close Up. Meanwhile, 'nonusers' are those who never tried using a particular product or any other printing companies for that matter.

According to the study, products that gather at least 81 per cent ‘maintainers’ and not more than 10 per cent ‘lapsers’ are unlikely to be adversely affected by the economic downturn primarily because the product or service is essential.

On the other hand, products that garner 61 per cent to 80 per cent ‘maintainers’ and 11 per cent to 20 per cent ‘lapsers’ are what you can refer to as near essentials. These are products that must be maintained but can lapse somewhat. They tend to be affected somewhat negatively.

Those that fall into the “Nice to have but not absolutely necessary” products are most likely to be affected negatively. Products that have at most 20 percent ‘maintainers’ and at least 41 percent ‘lapsers’ are classified as “definitely dispensable,” and will be most seriously affected negatively.

Learning the behavioral segments is important for any business because it will influence their marketing strategies. For instance, printing companies must find ways to ensure that there is some sort of loyalty to the company. At the same time, these printing companies must also find ways to persuade others to try out their services.

The economic crisis presently felt right now is beyond anyone's control, but how each business or enterprise fare depends on their ability to adapt and adjust. Those that fail to adapt to the changing times will find it hard to survive in troughs like this. Riding the tide of growth is easy but only a printing company that can withstand difficult times is made of more solid foundation.

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