Peter-Olson Chapter 15

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6/1/2010 Benefit Segmentation • Benefits people seek in consuming a given product is the basic reason for the existence of true market segments – Attempts to measure consumer value systems and consumers’ perceptions of various brands in a product class 15-10 Toothpaste Market Benefit Segmentation Psychographic Segmentation • Divides markets on differences in consumer lifestyles – Generally follows a post hoc model – Studies often include hundreds of questions and provide a tremendous amount of information about consumers – Activity, interest, and opinion (AIO) questions are sometimes very general – Validity of this segmentation is sometimes questioned 15-12 4
6/1/2010 Psychographic Segmentation cont. – The best-known psychographic segmentation is called VALS • Based on two dimensions – Vertical dimension » Based on the degree to which they are innovative and have resources – Horizontal dimension » Motivated primarily by ideals » Motivated primarily by achievement » Motivated primarily by self-expression 15-13 VALS Framework and Segments 15-14 VALS TM Framework and Segments cont. 5
Page 1 and 2: 6/1/2010 Chapter 15 Market Segmenta
Page 3: 6/1/2010 Investigate Segmentation B
Page 7 and 8: 6/1/2010 Develop Product Positionin
Page 9 and 10: 6/1/2010 Positioning by Competitors
Page 11: 6/1/2010 Summary • Market segment

Peter-Olson Chapter 15

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