Promoting brand benefits: the role of consumer psychographics and lifestyle

Abstract

Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.