haku: @author Dibb, S. / yhteensä: 19
viite: 10 / 19
| Tekijä: | Lindridge, A. Dibb, S. |
| Otsikko: | Is 'culture' a justifiable variable for market segmentation? A cross-cultural example |
| Lehti: | Journal of Consumer Behaviour
2003 : MAR, VOL. 2:3, p. 269-286 |
| Asiasana: | Marketing Segmentation Products Consumer behaviour Ethnic groups Culture United Kingdom Europe |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates whether culture can be used to segment a market. Using Indians, resident in Britain (British Indians) as an example, previous research suggests that culture's manifestation within buyer behaviour provides sufficient evidence to justify its use as a market segment variable. Using brown goods (e.g. television sets, video equipment etc.) a comparative quantitative study examined the impact of a range of cultural values on the buying behaviour of British Indians and British Caucasians, to identify significant differences btw. the two. Although a significant difference was found, the amount of similarity btw. the two sample groups suggests culture should not be used as a segmentation variable. This research has implications for organisations seeking to develop ethnic minority orientated marketing strategies. |
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