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

Amanda J. Broderick, Rene D. Mueller, Gordon E. Greenley

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)533-557
Number of pages25
JournalInternational Review of Retail, Distribution and Consumer Research
Volume16
Issue number5
DOIs
Publication statusPublished - 2006

Keywords

  • consumer involvement
  • international marketing
  • segmentation
  • decision making
  • food market

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