Which segmentation approach is based on shopping patterns and product benefits?

The segmentation approach that focuses on shopping patterns and product benefits is behavioral segmentation. This method goes beyond traditional demographics or geographic information by analyzing how consumers interact with products based on their purchasing behaviors, motivations, and the benefits they seek.

Behavioral segmentation can include aspects such as frequency of purchase, brand loyalty, user status (first-time user, regular user), and specific benefits sought (e.g., convenience, quality, price). By understanding these patterns, marketers can tailor their strategies, create targeted promotions, and enhance customer experiences aligned with the behaviors and preferences of specific consumer groups.

This approach significantly enhances marketing effectiveness by focusing on how actual consumer behavior correlates with preferences and engagement, rather than relying solely on static characteristics such as age or location.