| Author: | O'Connor, P. Sullivan, G. |
| Title: | Market segmentation: a comparison of benefits/attributes desired and brand preference |
| Journal: | Psychology and Marketing
1995 : OCT, VOL. 12:7, p. 613-638 |
| Index terms: | MARKET SEGMENTATION BRAND LOYALTY RESEARCH |
| Language: | eng |
| Abstract: | Benefits/attributes desired is commonly considered the most strategically meaningful market segmentation base. However, in practice, problems in product benefit/attribute specification and data collection are frequently observed. This research compares the performance of benefits /attributes desired and brand preference on the criteria of segment identification, brand purchase, and responsiveness to marketing mix elements. |
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