Occasion segmentation

Definition (1):

Occasion segmentation indicates one of the various ways of performing behavioral segmentation because it uses the purchasing behavior pattern of customers on occasions. Market segmentation is done in four ways and behavioral segmentation is one of them.

Definition (2):

It refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.  

Definition (3):

This segmentation indicates the process to divide the market into segments based on occasions associated with the customers. It concentrates on dividing the market depending on particular events during a specific time when the customers require the product or service. Generally, this segmentation is time-bound and targets the customers wanting a specific product for a specific occasion or event.

Occasion segmentation can help firms build up product usage. For example, most consumers drink orange juice in the morning, but orange growers have promoted drinking orange juice as a cool, healthful refresher at other times of the day. By contrast, Coca-Cola’s “Good Morning” campaign attempts to increase Diet Coke consumption by promoting the soft drink as an early mooring pick-me-up.

Occasion segmentation can be mainly divided into 3 types:

  • Regular personal occasions
  • Universal occasions
  • Rare personal occasions
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