Market segmentation in behavioural perspective

James, V.K., Chang, S.W., Oliveira-Castro, J.M. and Pallister, J. 2010. Market segmentation in behavioural perspective. Journal of Organizational Behavior Management. 30 (2), pp. 176-198.

TitleMarket segmentation in behavioural perspective
AuthorsJames, V.K., Chang, S.W., Oliveira-Castro, J.M. and Pallister, J.
Abstract

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.

JournalJournal of Organizational Behavior Management
Journal citation30 (2), pp. 176-198
ISSN0160-8061
YearJan 2010
PublisherTaylor & Francis
Digital Object Identifier (DOI)doi:10.1080/01608061003756505
Publication dates
PublishedJan 2010

Related outputs

Substitutability and independence: matching analyses of brands and products
Foxall, G.R., James, V.K., Chang, S.W. and Oliveira-Castro, J.M. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management. 30 (2), pp. 145-160.

Consumer-based brand equity and brand performance
Oliveira-Castro, J.M., Foxall, G.R., James, V.K., Pohl, R.H.B.F., Dias, M.B. and Chang, S.W. 2008. Consumer-based brand equity and brand performance. Service Industries Journal. 28 (4), pp. 445-461.

Permalink - https://westminsterresearch.westminster.ac.uk/item/903xx/market-segmentation-in-behavioural-perspective


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