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The behavioral homogeneity evaluation framework : using consumer involvement in international segmentation.

Broderick, A. J. and Greenley, G. E. and Mueller, R. D. (2007) 'The behavioral homogeneity evaluation framework : using consumer involvement in international segmentation.', Journal of international business studies., 38 (5). pp. 746-763.


This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies.

Item Type:Article
Keywords:Market segmentation, Behavioural homogeneity, International marketing strategy, Consumer involvement.
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Record Created:12 Oct 2009 10:35
Last Modified:18 Aug 2010 12:07

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