the specific advantages looked for in products when buyers purchase them.
One reason is that not all customers are the same and, consequently, benefits sought by one customer may differ from those sought by another.
Behaviouristic Segmentation - the division of a market into groups according to their knowledge of, and behaviour towards, a particular product. Behavioural dimensions commonly used to segment markets include benefits sought, user status, ...
One can also segment on benefits sought, essentially bypassing demographic explanatory variables.
See also: Market, Place, Marketing, Benefit, Research