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An extension of the benefit segmentation base for the consumption of organic foods : a time perspective
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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
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WRAP_Dacko_0267257x%2E2013%2E800896.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (527Kb) | Preview |
Official URL: http://dx.doi.org/10.1080/0267257X.2013.800896
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 | ||||
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| Subjects: | H Social Sciences > HF Commerce | ||||
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
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| 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: |
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| 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 |
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