Publication details for Dr Victoria Wells (nee James)Wells, V.K., Chang, S.W., Oliveira-Castro, J.M. & Pallister, J. (2010). Market segmentation in behavioral perspective. Journal of Organizational Behavior Management (Special Issue: Consumer behavior analysis) 30(2): 176-198.
- Publication type: Journal papers: academic
- ISSN/ISBN: 0160-8061, 1540-8604
- DOI: 10.1080/01608061003756505
- Keywords: Segmentation, Benefits sought, Demographics, Behavioral Perspective Model, Utilitarian, Informational.
- View online: Online version
- Durham research online: DRO record
Author(s) from Durham
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.
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