Market segmentation in behavioural perspective

James, Victoria K. and Chang, Shing Wan and Oliveira-Castro, Jorge M. and Pallister, John (2010) Market segmentation in behavioural perspective. Journal of Organizational Behavior Management, 30 (2). pp. 176-198. ISSN 0160-8061

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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.

Item Type: Article
Subjects: University of Westminster > Westminster Business School
Depositing User: Miss Nina Watts
Date Deposited: 23 Apr 2010 09:35
Last Modified: 23 Jun 2010 09:24

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