Benefit Segmentation: An Empirical Study for On-Line Marketing

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 benefit segmentation results, marketing managers can focus on one or a few segments that show salient consumer preferences for the benefits provided by their products or services. Satisfying the consumers’ needs produces company success.