A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2019; you can also visit the original URL.
The file type is application/pdf
.
Benefit segmentation: an empirical study for on‐line marketing
2001
Asia Pacific Journal of Marketing and Logistics
This research, used benefit needs to segment the online marketing market. Focus groups and a random sampling survey were used to search for consumer benefit needs. The online marketing market was then segmented using the benefits sought by consumers. The results showed that the different segments have significant differences in the benefits sought, lifestyles and demographics etc. Thus the benefits sought is an effective segmentation variable for the online marketing market. Based on the
doi:10.1108/13555850110764847
fatcat:lbpeeh5plvb77o6qr45ij6xx6m