Chapter 6 · Advanced Techniques of Market Analysis · Slide 235/274

Benefit Segmentation

The benefit that consumers expect from products is considered one of the most relevant segmentation bases of all:

6.3 · SegmentationBenefit Segmentation

Benefit Segmentation

The benefit that consumers expect from products is considered one of the most relevant segmentation bases of all:

… The benefits which people are seeking in consuming a given product are the basic reasons for the existence of true market segments. Thus, benefit is the most relevant segmentation base.

— Haley, 1968

… Benefit is one of the most popular bases of segmentation — for the purpose of market understanding, positioning, the development of new product concepts as well as advertising and distribution strategies. All of this owing to its actionability.

— Wind, 1978

QUESTIONSTAR · Dr. Paul Marx235 / 274

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