Benefit segmentation: an empirical study for on‐line marketing
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 1 December 2001
Abstract
Uses benefit needs to segment the online marketing market. Employs focus groups and a random sampling survey to search for consumer benefit needs and then segments the market by these benefits sought by customers. Shows that the various segments display significant differences in the benefits sought, lifestyles and demographics etc. Suggests that this work can assist marketing managers to focus on one or more segments that show salient consumer preferences for the benefits provided by their products or services.
Keywords
Citation
Wu, S. (2001), "Benefit segmentation: an empirical study for on‐line marketing", Asia Pacific Journal of Marketing and Logistics, Vol. 13 No. 4, pp. 3-18. https://doi.org/10.1108/13555850110764847
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited