Applications of the behavioural homogeneity evaluation framework: The predictive ability of consumer involvement for international food market segmentation |
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| Authors: | Amanda J. Broderick Rene D. Mueller Gordon E. Greenley |
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| Affiliation: | 1. Aston Business School, Aston University , Birmingham, UK a.j.broderick@aston.ac.uk;3. University and College of Charleston , Charleston, South Carolina, USA;4. Aston Business School, Aston University , Birmingham, UK |
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| Abstract: | 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. |
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| Keywords: | Consumer involvement international marketing segmentation decision making food market |
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