publication . Article . 2010

market segmentation in behavioural perspective

Wells, V.K.; Chang, S.W.; Oliveira-Castro, J.M.; Pallister, J.;
Open Access
  • Published: 28 May 2010 Journal: Journal of Organizational Behavior Management, volume 30, pages 176-198 (issn: 0160-8061, eissn: 1540-8604, Copyright policy)
  • Publisher: Informa UK Limited
  • Country: United Kingdom
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 especial...
Subjects
free text keywords: Benefits sought, Demographics, Behavioral Perspective Model, Utilitarian, Informational., Management of Technology and Innovation, Applied Psychology, Strategy and Management, Brand choice, Social class, Psychology, Market segmentation, Segmentation, Reinforcement, Marketing
Related Organizations
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2010

market segmentation in behavioural perspective

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