Applications of the behavioural homogeneity evaluation framework: the predictive ability of consumer involvement for international food market segmentation

Broderick, Amanda J.; Mueller, Rene D. and Greenley, Gordon E. (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. 533-557.

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.

Publication DOI: https://doi.org/10.1080/09593960600980154
Divisions: Aston Business School > Marketing & strategy
Uncontrolled Keywords: consumer involvement,international marketing,segmentation,decision making,food market
Published Date: 2006

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