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| Author: | Uelzhoffer, J. Ascheberg, C. |
| Title: | Transnational consumer cultures and social milieus |
| Journal: | Journal of the Market Research Society
1999 : JAN, VOL. 41:1, p. 47-60 |
| Index terms: | MARKET RESEARCH CONSUMERS CULTURE |
| Language: | eng |
| Abstract: | Using the emergence of postmodern consumer cultures as an example, the paper presents a socio-aesthetic market segmentation model that allows the identification of transnational consumer cultures (Social Milieus) without loosing sight of national or regional peculiarities. The model is based on the Everyday-Life approach which combines the research logic of qualitative methods with the cognitive knowlege of phenomenological thinking. At the root of this is the conviction that an adequate understanding of the dynamics of consumer attitudes and consumer behaviour is only possible by researching people's everyday reality and the structures of meaning linking them to it. |
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