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Benefit Segmentation

Proponents claim that the benefits people are seeking are the basic reason for
purchase, and therefore, the proper basis for segmentation.

The Benefit Segmentation technique involves a 3-step process:


1. Exploratory research to develop a complete listing of benefits of
possible value in segmenting the relevant market
2. Development of sensitive and reliable scales to measure major attitude
dimensions
3. Quantitative measurement of the market, resulting in clustering
respondents by their attitude

EXAMPLE: Benefit segmentation of theater arts audience