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ERIC Number: EJ885031
Record Type: Journal
Publication Date: 2010
Pages: 23
Abstractor: As Provided
Reference Count: 41
ISBN: N/A
ISSN: ISSN-0160-8061
Market Segmentation from a Behavioral Perspective
Wells, Victoria K.; Chang, Shing Wan; Oliveira-Castro, Jorge; Pallister, John
Journal of Organizational Behavior Management, v30 n2 p176-198 2010
A segmentation approach is presented using both traditional demographic segmentation bases (age, social class/occupation, and working status) and a segmentation by benefits sought. The benefits sought in this case are utilitarian and informational reinforcement, variables developed from the Behavioral Perspective Model (BPM). Using data from 1,847 consumers and from a total of 76,682 individual purchases, brand choice and price and reinforcement responsiveness were assessed for each segment across the UK cookie (biscuits) market. Building on previous work, the results suggest that the segmentation of brand choice using benefits sought is useful. This is especially the case alongside demographic variables. This article provides a theoretical and practical segmentation approach to both the behavioral psychology literature and the wider marketing segmentation literature. (Contains 4 tables, 7 figures, and 2 notes.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Information Analyses; Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom