The Next Step in Benefit Segmentation

Abstract

Abstract The goal of this study was to explore the role of a broadened range of benefits and costs on perceptions of value across consumer segments. We proposed, utilizing a broad array of costs and benefits, that significant inputs to consumers' perceptions of value would vary based on what benefits were important to consumers prior to the consumption experience. Specifically we examine whether consumers, segmented by the importance of a wide range of benefits and costs, place differential significance on various costs and benefits when assessing value. We go beyond prior research to examine whether benefit segmentation can impact post-consumption evaluation (value). A longitudinal survey of resort guests visiting an all-inclusive upscale health and fitness resort was conducted to realistically study how consumers determine value. We find consumer segments differentially utilize a wide range of benefits and costs to determine value. Further, we find that differences across segments can be attributed to c...