Question

The ad for a brand's products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Ramadan holiday will be full of joyful anticipation." What behavioristic segmentation variables are most obviously being used in this strategy? Explain why.

Answer 1

The major and most noticeable aspect of behavioral segmentation is that of "occassion". Here the occassion is of Ramadan which is the month of fasting for Muslims before Eid-ul-Fitr. In Ramadan, the Muslim population fasts for the entire day and breaks the fast in the evening with delicious dishes.

Hence, the ad for the brand uses special promotions for holidays of Ramadan. It also introduces special products for Ramadan. Since it is a month of celebration for the Muslim population, hence, they are more than willing to spend on aromatic dishes when they break the fast in the evening.

Another behavioristic segmentation variable could be usage rate. During Ramadan, the usage of aromatic dishes is heavy especially in the evening.

The brand can benefit during Ramadan because Muslim population constitues a big section of overall world population.