Greña, Kaila B.

GTHMRKET BSTM201B- TOURISM AND HOSPITALITY MARKETING

I completely agree with Benefit sought because it refers to the specific benefits or advantages that
consumers look for when purchasing a product or service. According to a study by Kotler and Keller
(2016), benefit sought is an important aspect of market segmentation as it allows companies to better
understand and meet the needs of their target customers.
One study that supports the use of benefit sought in marketing is "The Impact of Benefit
Segments on Marketing Strategy Development" by Robert A. Burgelman and F. Warren McFarlan
(1995). The study found that by understanding the benefits sought by consumers, companies can develop
targeted marketing strategies that effectively reach their target segments and lead to increased sales and
profitability.
For example, consider the purchasing decision of a fitness enthusiast who is in the market for a
new pair of running shoes. This person may be seeking a pair of shoes that provide comfort, support, and
stability, as well as a stylish design that matches their personal style. In this case, the benefit sought is a
combination of functional and emotional benefits.
I have personally experienced the impact of benefit sought in my own purchasing decisions. For
instance, when I was in the market for a new pair of headphones, I was looking for a pair that had great
sound quality, was comfortable to wear for long periods of time, and had noise-cancellation technology.
The benefit sought in this case was primarily functional, as I wanted headphones that would enhance my
listening experience.
In conclusion, benefit sought is a critical aspect of consumer behavior and market segmentation,
as it allows companies to better understand the needs and wants of their target customers. Having a better
understanding of the benefits sought can help businesses create goods and services that better satisfy the
demands of their clients, which will ultimately result in an increase in client satisfaction and loyalty.

Reference:
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Burgelman, R. A., & McFarlan, F. W. (1995). The Impact of Benefit Segments on Marketing Strategy
Development. The Journal of Marketing, 59(3), 1-10.