Abuffet restaurant targets its promotions toward those who love "all-you-can-eat" meals. its promotion targets those who desire to get more for less money and/or those who like variety in their meals. however, the company knows that many of the people who come in will not eat as much. others, however, may eat way past the value of what they paid. the buffet has balanced this out in its pricing strategy, classifying its diners as light eaters, moderate eaters, and heavy eaters. what type of segmentation strategy is the buffet using

behavioural segmentation

Explanation:

Definition: Behavioral Segmentation

Behavioural segmentation refers to when the company categorises their market into similar groups depending on their customers' purchasing behaviour.

The companies or businesses look at their customers' frequency in using the products , their loyalty etc hence following what customers seem to want the most to maximise profit for the business.

Importance of behavioral segmentation

Customers who have similar purchasing behaviour will be grouped together as one group and be used as the targeted market group.

The company can then straightly direct their product based on the particular needs of those customers.

Product that is customised is helpful in establishing the right customers for the product and in overcoming competition.

Advantages of behavioral segmentation

- It makes it easier for a company to cater to the specific needs of their customers by knowing the exact customers through categorising them into a group with similarities.

- it is easier to cater to people with similar interests than those with diverse interest .

- it is much easier to keep and maintains brand loyalty within customers of similar interests.

Disadvantages of behavioral segmentation

-It is unpredictable because the company relies only on the customer's behaviour which can change at anytime

- it is based on quality than quantity hence all the plans that are put forward are based presumption.

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