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. Because of this marketers must continually conduct marketing research to evaluate customers and to determine what they want.
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, usage rate, loyalty status and buyer readiness stage.
One can also segment on benefits sought, essentially bypassing demographic explanatory variables. Some consumers, for example, like scented soap (a segment likely to be attracted to brands such as Irish Spring), while others prefer the 'clean' feeling of unscented soap (the 'Ivory' segment).
See also: What is the meaning of Market, Place, Marketing, Benefit, Research?