Benefit segmentation is a long standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; i.e. what benefits consumers perceive in product/service consumption and how such benefits are perceived. This research proposes a fresh time-based approach to benefits segmentation – namely, focusing on the ‘when’ element, or when in time benefits take effect. Studying factors at the background of which time-based consumption benefits consumers primarily pursue (i.e. short-term or long-term benefits) in consuming and purchasing organic food, the study investigates factors such as level of involvement, prior knowledge level, product usage level and time orientation of consumers. The research highlights that using a temporal-based benefit segmentation approach can assist marketers in understanding better and communicating more effectively with consumers through drawing up distinct consumer profiles based on when in time a consumer’s dominantly pursued benefit for an offering is perceived to take effect. The study is of special importance also to organic food marketers at a time when there is high consumer scepticism in this market and hence a real need for properly targeted communication.
Reference to the research
Gad Mohsen, Marwa and Dacko, Scott (2013) An extension of the benefit segmentation base for the consumption of organic foods: A time perspective, Journal of Marketing Management, 29 (15-16), 1701-1728, DOI: 10.1080/0267257X.2013.800896.