Behavior segmentation divides buyers into groups based on their knowledge, attitude, uses or response to a product. Using characteristics such as usage rate, brand recognition, and benefits sought a marketer can divide the market into useful segments. Some marketers believe behavioral variables are the best starting point for building a market segment.
             There are five types of product users in a market; regular user, first time user, ex user, nonuser, or potential user. You need to use different strategies to attract customers from each group. For example some research was done to look at blood donors. They wanted to know what kind of people donate regularly and who doesn't donate at all. They found that regular donors usually had a low self esteem and were very concerned with their health. Non donors on the other hand where very sociable and had high self esteem. If I wanted to attract the attention of new donors I would want to make blood giving feel like a fun social event. I would want to hold many blood drives and make them fun with activities and food, this would attract the non users and possible turn them into regular users. On the other hand if I wanted to attract regular users I would want to keep the donation process in a quit private section.
             The usage rate of consumers is a very important characteristic to look at. What kid of consumers are you trying to attract; heavy users, medium users, or light users? Most companies want to attract their heavy users because they tend to dominate the percentage of actual sales. One ice cream company researched their consumers and found that while heavy ice cream consumers made up only made up 18% of all ice cream consumers they made up 55% of the actual sales. They came up with a statistics that found that in one year heavy users bought 13 gallons of ice cream while a light user only bought an average of 2.4 gallons. As an ice cream marketer you wo
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