Peter-Olson Chapter 15
Peter-Olson Chapter 15
Peter-Olson Chapter 15
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6/1/2010<br />
Benefit Segmentation<br />
• Benefits people seek in consuming a given<br />
product is the basic reason for the existence<br />
of true market segments<br />
– Attempts to measure consumer value systems<br />
and consumers’ perceptions of various brands<br />
in a product class<br />
<strong>15</strong>-10<br />
Toothpaste Market Benefit<br />
Segmentation<br />
Psychographic Segmentation<br />
• Divides markets on differences in consumer<br />
lifestyles<br />
– Generally follows a post hoc model<br />
– Studies often include hundreds of questions and<br />
provide a tremendous amount of information<br />
about consumers<br />
– Activity, interest, and opinion (AIO) questions<br />
are sometimes very general<br />
– Validity of this segmentation is sometimes<br />
questioned<br />
<strong>15</strong>-12<br />
4
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