Editing Market segmentation (section)

==== Benefit-sought ====

Benefit segmentation (sometimes called ''needs-based segmentation'') was developed by Grey Advertising in the late 1960s.<ref>Clancy, K.J. and Roberts, M.L., "Towards an Optimal Market Target: A Strategy for Market Segmentation", ''Journal of Consumer Marketing'', vol. 1, no. 1, pp 64-73</ref> The benefits-sought by purchasers enables the market to be divided into segments with distinct needs, perceived value, benefits sought, or advantage that accrues from the purchase of a product or service. Marketers using benefit segmentation might develop products with different quality levels, performance, customer service, special features, or any other meaningful benefit and pitch different products at each of the segments identified. Benefit segmentation is one of the more commonly used approaches to segmentation and is widely used in many consumer markets including motor vehicles, fashion and clothing, furniture, consumer electronics, and holiday-makers.<ref>Ahmad, R., "Benefit Segmentation: A potentially useful technique of segmenting and targeting older consumers," ''International Journal of Market Research,'' Vol. 45, No. 3, 2003</ref>

Loker and Purdue, for example, used benefit segmentation to segment the pleasure holiday travel market. The segments identified in this study were the naturalists, pure excitement seekers, and escapists.<ref>Loker, L.E. and Perdue, R.R., "A Benefit–Based Segmentation," ''Journal of Travel Research,'' Vol. 31, No. 1, 1992, pp. 30–35</ref>