TY - JOUR
T1 - Applications of the behavioural homogeneity evaluation framework: the predictive ability of consumer involvement for international food market segmentation
AU - Broderick, Amanda J.
AU - Mueller, Rene D.
AU - Greenley, Gordon E.
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
KW - consumer involvement
KW - international marketing
KW - segmentation
KW - decision making
KW - food market
UR - http://www.informaworld.com/openurl?genre=article&issn=0959-3969&volume=16&issue=5&spage=533
U2 - 10.1080/09593960600980154
DO - 10.1080/09593960600980154
M3 - Article
SN - 0959-3969
VL - 16
SP - 533
EP - 557
JO - International Review of Retail, Distribution and Consumer Research
JF - International Review of Retail, Distribution and Consumer Research
IS - 5
ER -