Using emotional benefits as a differentiation strategy in saturated markets
Article first published online: 7 OCT 2009
© 2009 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 26, Issue 11, pages 1002–1030, November 2009
How to Cite
Barrena, R. and Sánchez, M. (2009), Using emotional benefits as a differentiation strategy in saturated markets. Psychol. Mark., 26: 1002–1030. doi: 10.1002/mar.20310
- Issue published online: 7 OCT 2009
- Article first published online: 7 OCT 2009
- Government of Navarra. Grant Number: SEC1999-0271-C02-01
The high level of product substitution in most consumer markets often makes it difficult to match supply with demand, especially in sectors with mature, saturated markets with intense competition and a high degree of product differentiation. The difficulty of using technical characteristics such as quality and/or price to differentiate products suggests that marketers could profit from gaining more insight into the way in which consumers' purchase decisions are influenced by their perceived emotions. This paper investigates this issue in the wine market, a highly saturated market with homogeneous supply, obtaining results that appear to support the notion that emotions do indeed play a part in consumer choice structures, which show a higher degree of abstraction in those segments that report a greater number of perceived emotions. This considerably complicates the task of creating a differentiated marketing strategy, in the sense that suppliers need to give much greater consideration to consumers' self-awareness. © 2009 Wiley Periodicals, Inc.