BEHAVIORAL-BASED SEGMENTATION AND MARKETING SUCCESS: AN EMPIRICAL INVESTIGATION OF FAST FOOD INDUSTRY

Abstract

Segmenting market base on behavioral perspective not only has tremendous potential for growth and profitability but also poses challenges for both incumbents and new entrants in the fast food industry. By examining the measures of marketing success from a behavioral perspective, the authors conceptualize three dimensions of behavioral technique that are critical for superior marketing success in the fast food industry: benefit sought, usage rate, and loyalty status. Demo-psychographic variables on marketing success (e.g; customer satisfaction, customer loyalty, sales growth, profitability) using data from 156 fast food firms. The result show that benefit sought and loyalty status affect marketing success.

Keywords: Behavioral-Based Segmentation; Marketing success, Demo-psychographic