haku: @indexterm SEGMENTATION / yhteensä: 227
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| Tekijä: | Redondo-Bellon, I. |
| Otsikko: | The effects of bilingualism on the consumer: the case of Spain |
| Lehti: | European Journal of Marketing
1999 : VOL. 33: 11-12, p. 1136-1160 |
| Asiasana: | Languages Segmentation Consumer behaviour Products Service Spain Europe |
| Vapaa asiasana: | Regionalism |
| Kieli: | eng |
| Tiivistelmä: | This paper analyses the influence of the use of Spanish and of regional languages in consumers and homes of 5 bilingual regions of Spain: Balearic Islands, Basque Country, Catalonia, Galicia and Valencia. After eliminating the effects of social class and of habitat, a fair number of significant differences have been found between speakers of Castilian (i.e. Spanish), bilinguals and speakers of their own vernacular language, in very varied areas: food, drinks, home cleaning products, financial services, cosmetics and personal hygiene products, shopping stores, reading of newspapers, supplements and magazines, home equipping and makes of car. Language has revealed itself as good criterion for segmentation in various sectors and regions in order to reach each linguistic group more efficiently. |
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