Benefit Bundle Analysis

Paul E Green, Yoram Wind and Arun K Jain

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Benefit Bundle Analysis 

Paul E. Green

Yoram Wind

Arun K. Jain

It has long been recognized that product or service benefits analysis may be useful in the development of marketing policy and new product/service designs (Banks, 1950). More recently, Haley (1968) suggested the use of product benefits as a basis for market segmentation. According to this view, individuals differ with regard to their evaluations of the want-satisfying attributes of products or services. For example, in the case of toothpastes some consumers may place high emphasis on a product’s ability to whiten teeth while others attach greater importance to a toothpaste’s...

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