What Is Benefit Segmentation?

Benefit segmentation refers to the classification of different interests pursued by customers from products. It is a very effective method of segmentation. [1]

Interest segmentation

Benefit segmentation refers to the classification of different interests pursued by customers from products. It is a very effective method of segmentation. [1]
Segmentation of interests is a segmentation method proposed by American marketing scientist Russell L. Haley. He believes that the method of market segmentation is built on people
Generally speaking, there are several steps to apply the interest segmentation method:
The first step is to understand what the main benefits consumers are looking for when buying a product.
Secondly, we need to understand
A typical example of the segmentation of benefits is the segmentation of the toothpaste market provided by Russell L. Haley.
Case 1: Toothpaste market segmentation model
Russell L. Haley's research on the segmentation of the toothpaste market has been widely recognized in the US marketing community. In order to explain in detail, we use a set of tables to understand the segmentation of the toothpaste market. Table 1 is a breakdown of the four aspects of the toothpaste market.
Table 1 Segmentation of interests in the toothpaste market
Features
Sensory
Social
Worry
Independent
Seeking basic interests
Demographic focus
Special behavioral characteristics
Favored
The biggest difficulty with the benefit segmentation method is choosing which benefits to emphasize, especially in the consumer goods market. When market analysts ask consumers what benefits they want for a particular product, they may not come up with any new product benefit information. However, if you analyze the issues facing consumers, you may gain a new perspective.
Another difficulty in the segmentation of benefits lies in the fact that when we gain an understanding of consumer preferences, we lose our understanding of their socio-demographic characteristics. How do marketers reach them? Therefore, in market analysis, additional information must be collected in order to be able to describe these market segments with sociodemographic variables.
The interest segment market needs to collect first-hand information, which is costly. In addition, complex multivariate measurement techniques (such as cluster analysis) are needed to identify different consumer groups.

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