An international market segmentation model based on susceptibility to global consumer culture

Martin Hernani-Merino, Juan G. Lazo Lazo, Alvaro Talavera López, José Afonso Mazzon, Gisella López-Tafur

Resultado de la investigación: Contribución a una revistaArtículo de revista revisión exhaustiva

1 Cita (Scopus)

Resumen

Purpose: Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a view to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers according to the degree of belonging to specific and hybrid (global citizenship) segments. Design/methodology/approach: A questionnaire was applied online in English in five countries across the Americas and Europe resulting in a sample of 412 consumers. Based on the fuzzy C-means cluster analysis, the study segments the sample of consumers according to the degree of belonging to specific and global citizenship segments. Findings: Analysis of survey results show three groups; two distinct groups and a third with features of both, a distinct intersection group. These findings suggest that consumers in different countries develop beliefs and attitudes about global citizenship, and this perspective coincides with the characteristics of the intersection group. Consequently, the study shows that fragmentation of the needs of consumers exists within and between countries. Originality/value: This study contributes to the concept of global citizenship, helping managers of global brands improve their marketing strategy decisions by implementing strategies that are standardized or adapted to specific hybrid segments of consumers that transcend national borders. This study used a statistical method to measure the degree of belonging to each segment.
Idioma originalInglés
Páginas (desde-hasta)108-128
Número de páginas21
PublicaciónCross Cultural and Strategic Management
Volumen28
N.º1
Fecha en línea anticipada20 jul 2020
DOI
EstadoPublicada - 20 ene 2021

Nota bibliográfica

Publisher Copyright:
© 2020, Emerald Publishing Limited.

Palabras clave

  • Fuzzy C-Means
  • Global brands
  • Segmentation
  • Standardization/adaptation

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