Broderick, A. J. and Greenley, G. E. and Mueller, R. D. (2006) 'Applications of the behavioural homogeneity evaluation framework : the predictive ability of consumer involvement for international food market segmentation.', International review of retail, distribution and consumer research., 16 (5). pp. 553-557.
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.
|Keywords:||Consumer involvement, International marketing, Segmentation, Decision making, Food market.|
|Full text:||Full text not available from this repository.|
|Publisher Web site:||http://dx.doi.org/10.1080/09593960600980154|
|Record Created:||12 Oct 2009 10:50|
|Last Modified:||18 Aug 2010 12:06|
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