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

• 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
• ISSN: 1472-0817; 1479-1838
• DOI: 10.1002/cb.207

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.