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Market segmentation in behavioral perspective.

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.

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.

Item Type:Article
Additional Information:Special Issue: Consumer behavior analysis.
Keywords:Segmentation, Benefits sought, Demographics, Behavioral Perspective Model, Utilitarian, Informational.
Full text:PDF - Accepted Version (264Kb)
Full text:PDF (Updated version with additional tables and figures included.) - Accepted Version (421Kb)
Status:Peer-reviewed
Publisher Web site:http://dx.doi.org/10.1080/01608061003756505
Publisher 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.
Record Created:19 Jan 2011 09:35
Last Modified:13 Jul 2011 11:48

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