An exploratory study of consumer style: country differences and international segments

An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on...

Full description

Saved in:
Bibliographic Details
Published in:Journal of consumer behaviour 2007-02, Vol.6 (1), p.48-59
Main Authors: McCarty, John A., Horn, Martin I., Szenasy, Mary Kate, Feintuch, Jocelyn
Format: Article
Language:English
Subjects:
Brands
Cluster analysis
Consumer behavior
Consumer behaviour
Consumers
Consumption
Consumption patterns
Cross cultural studies
Customers
Economics
International comparisons
International market
International markets
Market analysis
Market segments
Marketing
Pilot surveys
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:An important consideration for marketers is determining the best approach to take when marketing their product or service across national borders. It has become clear that the answer to this is not as simple as complete standardization or adaptation, and the appropriate approach may be contingent on a complex set of variables. One key aspect of the puzzle relates to an understanding of the attitudes and behaviours of consumers. The current study examines consumer style (variables related to the way people engage in their consumption activities) as an important area of consideration related to international marketing efforts. Consumer style was investigated in three European countries and the US, using data from the DDB Brand Capital Study (a multi‐country survey). Although results showed that country differences are evident on consumption style, a cluster analysis suggests that there were four segments of consumers that transcend country boundaries. The findings add to our knowledge about consumers in these countries and the characteristics of the segments with respect to differing styles of consumption. Copyright © 2007 John Wiley & Sons, Ltd.
ISSN:1472-0817
1479-1838
DOI:10.1002/cb.207