Kaufentscheidungsbasierte Nutzensegmentierung (English shop)

Entwicklung und empirische Überprüfung von Segmentierungsansätzen auf Basis von individualisierten Limit Conjoint-Analysen

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In view of the intensification of competition observable in an ever greater number of industries and markets, the precise fulfilment of customer needs and performance expectations is of particular importance within companies’ marketing activities. Since it can be assumed that markets are heterogeneous and that buyers differ with respect to many characteristics relevant to purchasing behaviour, companies can today hardly address markets in an undifferentiated manner, but instead subdivide markets by means of market segmentation. The method of benefit segmentation, which is particularly well suited to this purpose, nevertheless exhibits disadvantages in its application, as it neglects the actual purchase decision of customers.

In her study, Maike Bornstedt develops an approach to purchase-decision-based benefit segmentation which, in addition to customers’ benefit perceptions – and thus the reasons behind a purchase decision – also takes the purchase decision itself into account. On the basis of an extensive empirical survey, she demonstrates that the approach she has developed achieves good results that are superior to those of classical benefit segmentation. This yields findings that are valuable not only from a scholarly perspective; directly practice-relevant recommendations for conducting market segmentations are also derived.