Skip to main content

Research Repository

Advanced Search

Applications of The Behavioural Homogeneity Evaluation Framework: The Predictive Ability of Consumer Involvement for International Food Market Segmentation

Broderick, A.J.; Greenley, G.E.; Mueller, R.D.

Authors

A.J. Broderick

G.E. Greenley

R.D. Mueller



Abstract

This article proposes a framework of alternative international marketing strategies, based on the evaluation of intra- and inter-cultural behavioural homogeneity for market segmentation. The framework developed in this study provides a generic structure to behavioural homogeneity, proposing consumer involvement as a construct with unique predictive ability for international marketing strategy decisions. A model-based segmentation process, using structural equation models, is implemented to illustrate the application of the framework.

Citation

Broderick, A., Greenley, G., & Mueller, R. (2006). Applications of The Behavioural Homogeneity Evaluation Framework: The Predictive Ability of Consumer Involvement for International Food Market Segmentation. The International Review of Retail, Distribution and Consumer Research, 16(5), 553-557. https://doi.org/10.1080/09593960600980154

Journal Article Type Article
Publication Date Jan 1, 2006
Deposit Date Oct 12, 2009
Journal International Review of Retail, Distribution and Consumer Research
Print ISSN 0959-3969
Electronic ISSN 1466-4402
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 16
Issue 5
Pages 553-557
DOI https://doi.org/10.1080/09593960600980154
Keywords Consumer involvement, International marketing, Segmentation, Decision making, Food market.

You might also like



Downloadable Citations