Customer-oriented benefit segmentation: an integrated approach
by Mohammad Hasan Aghdaie; Parham Fami Tafreshi; Majid Behzadian
International Journal of Business Innovation and Research (IJBIR), Vol. 8, No. 2, 2014

Abstract: Segmentation is a common and important task for most marketing departments. Besides, other marketing decisions are influenced by market segmentation results. Benefit segmentation is one of the best approaches for market segmentation among others. In this paper, we proposed a novel hybrid benefit segmentation approach which applied two-stage clustering, conjoint analysis, and Delphi technique to segment customers according to their benefits. More precisely, we used two-stage clustering based on main benefits derived from conjoint analysis to classify customers into different segments. Conjoint analysis was used to assess and balance dissimilar aspects of consumers' needs. Delphi method was used for the selection of the most important criteria and their levels which conjoint analysis required all of them for evaluation. This approach did not only help managers to segment customers but also to provide a way to analyse consumer behaviour, determine the marking strategy and extract the importance of each attribute in each segment.

Online publication date: Fri, 30-May-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Innovation and Research (IJBIR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email