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Advisor(s)
Abstract(s)
The objective of this research is to provide a first exploration on the benefits that emotional segmentation can bring to high-end luxury brands such as Bentley and to assess its applicability.
After an extensive literature review on strategic marketing, psychology and consumer behaviour, this research will explain in what aspects emotional segmentation differs from traditional segmentation approaches and an assessment will be made on whether this new approach is valuable for Bentley and in what particular stages of the customer experience.
Research findings proved that a strong link exists between emotional segmentation and psychology. This is what makes emotional segmentation different and so powerful at the same time. On the other hand, putting emotional segmentation into practice differs from the other approaches because it is much more costly and complex to measure customer’s emotional responses and effectively group them into distinct segments.
As for the value of emotional segmentation to Bentley, findings suggest that the strong connection between emotions and luxury consumption, makes it a key aspect to determine purchase behaviour. Therefore, it is most important in the awareness and prospecting stages of the customer journey (when brand attitudes are being developed based on images available in the market place) and in the repurchase stage as well.