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Benefit segmentation: an empirical study for on‐line marketing

Shwu‐Ing Wu

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 December 2001

3762

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

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