Promoting brand benefits: the role of consumer psychographics and lifestyle

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractBecause consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

Investigating the service brand: A customer value perspective

“…As with the development of any new area, there is debate about the alternative ways concepts can be defined. Some authors focus just on the benefits of customer value (e.g., Orth et al, 2004;Sweeney and Soutar, 2001). Others adopt a cost-benefit view, which assesses value on the basis of a "get for give" view.…”

Market Segmentation From a Behavioral Perspective

“…A full exposition of all aspects of the BPM can be found in Foxall (1996 and Foxall, Oliveira-Castro, James and Schrezenmaier (2007). Orth et al (2004), discussing benefits-sought segmentation, suggested that products as well as brand names are capable of contributing to several types of benefit to the consumer. The major difference between product and brand consists in that a product is "something that offers a functional benefit" (which is akin to utilitarian reinforcement) while the brand is "a name, symbol, design or mark that enhances the value of a product beyond its functional value" (which is akin to informational reinforcement).…”

“…Fast moving consumer goods may be used for a variety of different purposes and circumstances and consumer may demand a range of different variables from even the simplest product. This type of segmentation has been used to explore, amongst many others, consumers purchases of beer (Orth et al 2004), financial services (Chang and Chen 1995), cinema audiences (Cuadrado and Frasque 1999), on-line consumers (Wu 2001, Bhatnager, andChose 2004) and tourists (Sarigollu and Huang 2005). However, benefits that consumers seek from fast-moving consumer goods are comparatively under-researched (Orth et al 2004).…”

“…Granzin (1981) Segmentation by benefits sought is slightly more complicated than those segmentations based upon demographics. It involves aggregation of individuals in a market into groups that seek similar benefits when choosing a brand or product (Orth et al 2004). Benefits sought for products can range from a car being reliable or practical to environmentally friendly or a status symbol.…”

Spending time, spending money: passenger segmentation in an international airport

“…Research has demonstrated the applicability of segmentation to sectors such as banking (Alfansi and Sargeant 2000), tourism and travel (Gonzalez and Bello 2002;Magson and Dipple 2004), education (Cheung et al, 2010) and the marketing of location (Leisen 2001;. The retail sector has also been the subject of numerous segmentation studies that have focused upon specific markets (Kımıloğlu et al 2010;Moschis et al 2004); customer loyalty (Cuthbertson and Laine 2004;Ziliani and Bellini 2004); e-commerce (Rafiq and Fulford, 2005;Tractinsky and Lowengart 2003) and retail brands (Baltas 2003;Orth et al 2004;Trinh et al 2009). Indeed Hassan and Craft (2005) argue that as a concept, segmentation occupies a pivotal role in modern marketing management.…”