V.K. Wells
Market segmentation in behavioral perspective
Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.; Pallister, J.
Authors
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 | Jul 1, 2011 |
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 |
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Accepted Journal Article
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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)
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Copyright Statement
Updated version with additional tables and figures included.
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