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| Author: | Kavak, B. Gumusluoglu, L. |
| Title: | Segmenting food markets: the role of ethnocetrism and lifestyle in understanding purchasing decisions |
| Journal: | International Journal of Market Research
2006 : VOL. 49:1, p.71-94 |
| Index terms: | food market research segmentation life style research |
| Language: | eng |
| Abstract: | The purpose of this study is to use purchasing intention to examine whether lifestyle and ethnocentrism can be useful indicators in segmenting foreign and domestic food markets. In a study of 1856 households in Turkey, ethnocentrism, lifestyle and demographics proved to be valid instruments in segmenting domestic and foreign food markets. The findings have implications both for foreign marketers who operate in or plan to enter the emerging Turkish food industry and for domestic operators. |
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