A.J. Broderick
The Behavioral Homogeneity Evaluation Framework: Using Consumer Involvement in International Segmentation
Broderick, A.J.; Greenley, G.E.; Mueller, R.D.
Authors
G.E. Greenley
R.D. Mueller
Abstract
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.
Citation
Broderick, A., Greenley, G., & Mueller, R. (2007). The Behavioral Homogeneity Evaluation Framework: Using Consumer Involvement in International Segmentation. Journal of International Business Studies, 38(5), 746-763. https://doi.org/10.1057/palgrave.jibs.8400296
Journal Article Type | Article |
---|---|
Publication Date | Sep 1, 2007 |
Deposit Date | Oct 12, 2009 |
Journal | Journal of International Business Studies |
Print ISSN | 0047-2506 |
Electronic ISSN | 1478-6990 |
Publisher | Palgrave Macmillan |
Peer Reviewed | Peer Reviewed |
Volume | 38 |
Issue | 5 |
Pages | 746-763 |
DOI | https://doi.org/10.1057/palgrave.jibs.8400296 |
Keywords | Market segmentation, Behavioural homogeneity, International marketing strategy, Consumer involvement. |
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