Final answer:
Behavioral segmentation evaluates individual consumer patterns by their usage frequency and loyalty towards a product, differing from demographic and geographic segmentations.
Step-by-step explanation:
Behavioral segmentation assesses the extent to which individuals are nonusers, occasional users, medium and heavy users of a product or service. Unlike demographic segmentation, which categorizes consumers based on age, gender, income, education, and family size, or geographic segmentation, which divides the market based on different geographical areas, behavioral segmentation focuses on the patterns of behavior that consumers exhibit as they interact with a product or service. It examines aspects such as usage rate, brand loyalty, benefits sought, and readiness to purchase, to create more targeted marketing efforts.
Psychographic segmentation, meanwhile, delves into the psychological attributes of consumers, such as lifestyle, values, attitudes, and personality traits. The importance of understanding these aspects cannot be overstated; for example, Mossberger, Tolbert, and Gilbert (2006) found that the digital divide for African Americans could largely be explained by demographic and community-level characteristics such as socioeconomic status and geographic location.