Strategic Marketing: Planning and Control, Third Edition

However, they are useful for marketers as they help to categorise con-
sumers into groups based on needs.

● Perception: The way an individual perceives an external stimulus will
influence their reaction. Individuals can have different perceptions of
the same stimulus due to the process of selective attention, selective
distortion and selective retention:

• Selective attention: Individuals cannot observe all the potential stim-
  uli in the external environment. Selective attention refers to the ten-
  dency of individuals to screen out the majority of stimulants to
  which they are exposed.


• Selective distortion: Individuals process information within the con-
  fines of their current set of attitudes and beliefs. The tendency to
  adjust perceptions to conform to their current mindset is called select-
  ive distortion.


• Selective retention: Individuals do not remember everything they
  perceive. Information that reinforces their attitudes and beliefs is
  more likely to be retained.

Perceptual behaviour is relevant to the segmentation process because of
its links with learning, attitudes and beliefs.

● Learning, attitudes and beliefs: Learning relates to any change in the con-
tent of an individuals long-term memory and is associated with how

Segmentation 55

Physiological needs (hunger, thirst)

Safety needs (security, protection)

Social needs (sense of belonging)

Esteem needs

(self-esteem, recognition)

Self-actualisation

needs

(self-development)

Figure 4.3

Maslow’s hierarchy

of needs (Source:

Adapted from

Maslow, 1970)