A Reassessment of Life Style and Benefits-Based Segmentation Strategies

A probability sample of 260 residents of a representative midwestern city was used to test a causal model that comprised three basic dimensions. Path analysis confirmed a relationship between life style and the situational component,’ also documented was a causal relationship between the situational component and the benefits sought by the consumer. The analysis failed to document the often presumed relationship between life style and sought benefits. Thus, the efficacy of life style or benefits-based market segmentation strategies arguably is enhanced via the incorporation of the situational dimension. Such a modification in the development of marketing strategy will provide synergy that will increase consumers’ propensity to respond favorably to marketers’ efforts.