Benefit Segmentation: A Decision-Oriented Research Tool

Russell I. Haley

893 citations0/0 files storedJournal of Marketing

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

Abstract

According to this article, most techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior. The author proposes an approach whereby market segments are delineated first on the basis of factors with a CAUSAL relationship to future purchase behavior. The belief underlying this segmentation strategy is that the benefits which people are seeking in consuming a given product are the basic reasons for the existence of true market segments.

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1982A Means-End Chain Model Based on Consumer Categorization Processes 1996A Reexamination of the Determinants of Consumer Satisfaction 1982A Means-End Chain Model Based on Consumer Categorization Processes 1999Customer benefits and company consequences of customer-salesperson relationships in retailing 1978Issues and Advances in Segmentation Research 1992Risk Perceptions and Pleasure Travel: An Exploratory Analysis 1994A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility 2017Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study

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