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Market segmentation in behavioral perspective

Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.; Pallister, J.

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Authors

V.K. Wells

S.W. Chang

J.M. Oliveira-Castro

J. Pallister



Abstract

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.

Citation

Wells, V., Chang, S., Oliveira-Castro, J., & Pallister, J. (2010). Market segmentation in behavioral perspective. Journal of Organizational Behavior Management, 30(2), 176-198. https://doi.org/10.1080/01608061003756505

Journal Article Type Article
Publication Date Jan 1, 2010
Deposit Date Jan 14, 2011
Publicly Available Date Mar 29, 2024
Journal Journal of Organizational Behavior Management
Print ISSN 0160-8061
Electronic ISSN 1540-8604
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 30
Issue 2
Pages 176-198
DOI https://doi.org/10.1080/01608061003756505
Keywords Segmentation, Benefits sought, Demographics, Behavioral Perspective Model, Utilitarian, Informational.
Public URL https://durham-repository.worktribe.com/output/1544446

Files

Accepted Journal Article (270 Kb)
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Copyright Statement
This is an electronic version of an article published in Wells, V.K. and Chang, S.W. and Oliveira-Castro, J.M. and Pallister, J. (2010) 'Market segmentation in behavioral perspective.', Journal of organizational behavior management., 30 (2). pp. 176-198.
Journal of organizational behavior management is available online at: http://www.informaworld.com/smpp/ with the open URL of your article.


Accepted Journal Article (Updated version with additional tables and figures included.) (431 Kb)
PDF

Copyright Statement
Updated version with additional tables and figures included.




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