Behavioral segmentation is diving a market into segments based on consumer knowledge, attitudes, uses of a product, or response to a product. -Occasions: when consumers get the idea to buy or actually make their purchase. -Benefits sought: Refers to finding major benefits people look for in a product class. -User status: Non-users, ex-users, potential users, and regular users. -User rate: Licht, medium, or heavy. The heavy users are a low percentage, but make up a high percentage of total consumption. -Loyalty status: consumers can be ranked on their degree of loyalty.