BENEFIT SEGMENTATION –20 YEARS LATER

Russell I. Haley

53 citations0/0 files storedJournal of Consumer Marketing

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Customer churn and segmentation Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

During the more than twenty years since its inception the technique of Benefit Segmentation has become a familiar method of analyzing markets to discover segmentation opportunities. Almost every major marketer of consumer goods and services has attempted to use this method one or more times. However, the degree of success which has attended its use has varied. In this article its originator, Dr. Russell I. Haley, examines the reasons for this variation, offers guidelines for proper use, and suggests directions for further improvements in the method.

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1972Principles of Marketing 1983Principles of Marketing

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2001Effects of consumer goals on attribute weighting, overall satisfaction, and product usage 2005A positioning typology of consumers’ perceptions of the benefits offered by successful service brands 2018The use of food quality and prestige-based benefits for consumer segmentation 1984The Effects of Nonverbal Communications in Television Advertising 2017Product description in terms of advantages and drawbacks: Exploiting patent information in novel ways 1992The use of need-based segmentation for developing segment-specific direct marketing strategies 1999Bootstrap Benefit Segmentation as an Experiential Learning Activity

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