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Benefit segmentation is the ultimate base for segmentation It has been seen in all industries that provide consumer goods that it is very difficult to satisfy all the needs of all consumers being that no two different individuals tend to share the same like and dislikes For an industry to say it would want to satisfy the wants of each and every one of it consumers that would entail it making customised products which would basically be a waste of resources This situation arises because we are in a heterogeneous market and the only way to satisfy everyone is by offering tailor made or bespoke products Though two separate individuals may purchase the same branded products their reasons for purchasing it For this reason market segmentation is needed Market segmentation is used to divide customers in-groups under similar needs and wants purchasing power buying habits and buying attitudes trying to increase their satisfaction But to do this would not give a detailed view to the market thus the use of segmentation variables or b ases A segmentation variable is the characteristics and responses individuals groups or businesses that are used for dividing used for dividing a total market into segments During the selection of variables for a segment several factors need to be taken into consideration The variables selected should have in mind at all times the consumer for segmentation is to be based on upon developments on the demand side of the market and give a more precise adjustment of product and marketing effort to consumer requirements Wendell Smith Over the years many companies have used several varieties of segmentation The statement benefit segmentation is the ultimate base for segmentation Benefit segmentation is the division of a market according to the benefits consumers want from the product Benefit segmentation is said to be a very successful way of breaking up any market at all It sets out to benefit
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