Abstract:
Benefit Segmentation is a very popular tool in practical market delineation and promotional opportunity studies. This paper reports the results of a managerially oriented benefit segmentation study done in a midwestern United States bank market. Using standard attitudinal importance measures, ordinary cluster analytic methods were used to devise benefit segments. These were cross validated for behavioral market differences and checked for predictive validity by usual linear discriminant procedures. The replication study done two years later revealed several subtle market shifts with interesting promotional and "positioning" implications. Very often extremely profitable, and cost saving, strategies exist which can keep copy constant but shift media vehicles or change copy and continue in the same media vehicles (earning substantial discounts). This paper alerts service organizations to these opportunities and the possible pitfalls of "static" positioning.
Research Papers
Psychographics and retail banking
Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Philip P. Todd
 
September 1, 1978
Research Papers
Perception of the quality of service and corporate image
Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Jean Quatresooz
 
June 15, 1985
