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| Author: | Ferley, S. Lea, T. Watson, B. |
| Title: | A comparison of U.S. and Canadian consumers |
| Journal: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 55-65 |
| Index terms: | Consumer behaviour USA Canada |
| Freeterms: | Geodemographics |
| Language: | eng |
| Abstract: | This paper uses data from the PMB database in Canada, the Simmons SMM database in the United States, the 3SC Monitor of the Environics Research Group, and geodemographic analyses undertaken by Compusearch Micromarketing Data and Systems to suggest that intermarket (and indeed intramarket) comparisons btw. Canada and the United States are multifaceted and multitiered. The paper proposes that, while there are many similarities in product-usage patterns btw. the 2 countries, there are also many differences which national and international marketers could recognize to optimize the chances for product success. Among others, there is information on leisure activities, product consumption e.g. buying a certain make of car or toaster users from U.S and Canada. |
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