Gad Mohsen, Marwa and Dacko, Scott G. (2013) An extension of the benefit segmentation base for the consumption of organic foods : a time perspective. Journal of Marketing Management, Volume 29 (Number 15-16). pp. 1701-1728. doi:10.1080/0267257X.2013.800896

Preview

Text WRAP_Dacko_0267257x%2E2013%2E800896.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (527Kb) | Preview

Request Changes to record.

Abstract

Benefit segmentation is a long-standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation – namely, focusing on the ‘when’ element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	Marketing research -- Great Britain, Retail trade -- Research -- Great Britain, Natural foods -- Great Britain, Consumers -- Research -- Great Britain
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Official Date:	2 July 2013
Dates:	Date Event 2 July 2013 UNSPECIFIED
Date of first compliant deposit:	22 December 2015
Volume:	Volume 29
Number:	Number 15-16
Page Range:	pp. 1701-1728
DOI:	10.1080/0267257X.2013.800896
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Open Access

Request changes or add full text files to a record

Repository staff actions (login required)

View Item

Downloads