From the course: Marketing: Customer Segmentation
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Characterizing customers based upon why they buy
From the course: Marketing: Customer Segmentation
Characterizing customers based upon why they buy
- [Instructor] The toothpaste market is one of the clearest examples of where marketers segment their customers based upon the benefits they seek. We all buy toothpaste, right? At least I hope you do. So let me ask you this. Do you buy the toothpaste you use because other people in your zip code buy the same one? Or because you see other people with the same level of education or income using the same brand? Probably not. The toothpaste market is commonly segmented by the reason why or benefits sought method. There's a segment of the market that seeks a toothpaste that doesn't hurt their sensitive teeth. Another group is looking for teeth brightening. One is searching for breath freshening. And then another is looking for cavity prevention. Some marketers will use benefits sought segmentation as a way to augment their other segmentation methods. Another way to look at your target customers is the occasion or…
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