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What is the behavior followed by market segment?

Usage is one type of behavior important to segmentation analysis. Some of the ways researchers can investigate usage is to ask respondents how the product is used, how often it is used, what it is used for, why they bought it, and during which occasions (if any) it is used.

Spend is another behavior to look at. What are consumers’ past 12 months spend? What is their perceived future spend in the category? What is their average category spend per shopping trip? What is their monthly subscription spend?

Purchasing behavior is important to know as well. What are the types of products purchased in the category on the last shopping trip? How many of the product(s) did the consumer purchase? How often is the product purchased?

Shopping channels are more influential now than ever before. Are consumers purchasing the product in person at brick-and-mortar stores, or are they buying online? Are consumers purchasing at mass merchants or local stores?

Payment method is an additional behavior to consider. How are consumers paying for the product? Do they use cash, credit card, debit card, rent-to-own, lease-to-own, or layaway?

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