Benefit Segmentation Proponents claim that the benefits people are seeking are the basic reason for purchase, and therefore, the proper basis for segmentation. The technique involves a 3-step process: 1. Exploratory research to develop a complete listing of benefits of possible value in segmenting the relevant market.
Benefit Segmentation Proponents claim that the benefits people are seeking are the basic reason for purchase, and therefore, the proper basis for segmentation. The technique involves a 3-step process: 1. Exploratory research to develop a complete listing of benefits of possible value in segmenting the relevant market.
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Benefit Segmentation Proponents claim that the benefits people are seeking are the basic reason for purchase, and therefore, the proper basis for segmentation. The technique involves a 3-step process: 1. Exploratory research to develop a complete listing of benefits of possible value in segmenting the relevant market.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOC, PDF, TXT or read online from Scribd
Proponents claim that the benefits people are seeking are the basic reason for purchase, and therefore, the proper basis for segmentation.
The Benefit Segmentation technique involves a 3-step process:
1. Exploratory research to develop a complete listing of benefits of possible value in segmenting the relevant market 2. Development of sensitive and reliable scales to measure major attitude dimensions 3. Quantitative measurement of the market, resulting in clustering respondents by their attitude
EXAMPLE: Benefit segmentation of theater arts audience