Market segmentation in behavioral perspective.

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Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.; Pallister, J.;
(2010)
  • Publisher: Routledge
  • Related identifiers: doi: 10.1080/01608061003756505
  • Subject: Segmentation | Benefits sought | Demographics | Behavioral Perspective Model | Utilitarian | Informational.

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, variabl... View more
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