haku: @author Wedel, M. / yhteensä: 12
viite: 3 / 12
| Tekijä: | Hofstede, F.T. Wedel, M. Steenkamp, J-B.E.M. |
| Otsikko: | Identifying spatial segments in international markets |
| Lehti: | Marketing Science
2002 : SPRING, VOL. 21:2, p. 160-177 |
| Asiasana: | Market research Industries Retailing Market segmentation Performance appraisal Statistical methods Models European Union |
| Kieli: | eng |
| Tiivistelmä: | Cross-national consumer segmentation is increasingly used in response to the accelerating trend toward global market convergence and within-country fragmentation of consumer needs. This paper proposes a new methodology that helps to improve the identification of spatial segments by using information on the location of consumers. The methodology identifies spatial segments based on consumer needs and at the same time uses spatial information at the subcountry level. It is suggested that segments of consumers are likely to demonstrate spatial patterns, and four models specifying different types of spatial dependence are developed. An analysis of synthetic data is conducted to assess the performance of the most restrictive spatial segmentation model. Using survey data collected among consumers in 7 countries of the European Union (EU), an empirical illustration of the approach used, within an international retailing setting, is presented. |
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